Situation Variation in Consumers' Media Channel Consideration

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.



Citation:

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.

Authors

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



Volume

NA - Advances in Consumer Research Volume 33 | 2006



Share Proceeding

Featured papers

See More

Featured

The Impact of Previews on the Enjoyment of Multicomponent Multimedia Experiences

Jayson S. Jia, University of Hong Kong
Baba Shiv, Stanford University, USA

Read More

Featured

C3. Using Goal Theory to Promote Habit Formation During and After a Bike-to-Work Campaign

Bettina Rebekka Höchli, University of Bern
Claude Messner, University of Bern
Adrian Brügger, University of Bern

Read More

Featured

The Neutral Face of Blue: How Color Can Make Consumers Stay Sensitive

Sung Hee Wendy Paik, University of Oregon, USA
Jiao Zhang, University of Oregon, USA
Aparna Sundar, University of Oregon, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.