Situation Variation in Consumers' Media Channel Consideration

Wendel, Sonja; Dellaert, Benedict G.C.

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

Featured

F7. Mere Packaging and Consumer Choice

Tim Philipp Doering, University of Michigan, USA
Katherine Burson, University of Michigan, USA
Andrew D Gershoff, University of Texas at Austin, USA

Featured

E12. Green versus Premium Choice and Feelings of Pride

Cecilia Souto Maior, Federal University of Paraná
Danielle Mantovani, Federal University of Paraná
Rafael Demczuk, Federal University of Paraná

Featured

N1. The Experiential Advantage in Eudaimonic Well-being – An Experimental Assessment

Aditya Gupta, University of Nebraska-Lincoln
James Gentry, University of Nebraska-Lincoln

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.

Join ACR now!