Situation Variation in Consumers' Media Channel Consideration

Sonja Wendel, Maastricht University
Benedict G.C. Dellaert, Maastricht University

Situation Variation in Consumers’ Media Channel Consideration, Sonja Wendel, Benedict G.C. Dellaert, Maastricht University

 

The authors investigate consumers’ consideration of media channels during different usage situations. They develop a model that explains consumers’ media channel consideration as a function of the media channel’s perceived benefits. In addition, they hypothesize that the usage situation affects consumers’ media channel consideration and that situation-based benefit requirements moderate the effect of the benefits on their channel consideration. The hypothesized relationships are tested using survey data on consumers’ consideration of 12 different media channels used by manufacturers to communicate product information across three product-related usage situations. The results support the proposed model structure and confirm the expected relationships.
[ to cite ]:
Sonja Wendel and Benedict G.C. Dellaert (2006) ,"Situation Variation in Consumers' Media Channel Consideration", in NA - Advances in Consumer Research Volume 33, eds. Connie Pechmann and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 195-196.