Patterns of Media Consumption: the Symbolic Role of Free Will

Our findings suggest that Spanish audiovisual audiences can be segmented into five types: 1) television fans, 2) occasional moviegoers, 3) light moviegoers, 4) movie fans, and 5) audiovisual fans. When the five patterns of media use are placed on a social structure scale, they appear in the order listed above, from low-scale to upscale audiences. An analysis of the symbolic role of media consumption suggests that the distinction effect (associated with purist movie fans) is working simultaneously with the omnivorous effect (associated with the highest upscale audiences), although the latter has not replaced the former.


Jordi Lopez and Ercilia Garcia (2005) ,"Patterns of Media Consumption: the Symbolic Role of Free Will", in E - European Advances in Consumer Research Volume 7, eds. Karin M. Ekstrom and Helene Brembeck, Goteborg, Sweden : Association for Consumer Research, Pages: 70-71.


Jordi Lopez, Universitat Autonoma de Barcelona
Ercilia Garcia, Universitat Rovira i Virgili of Tarragona


E - European Advances in Consumer Research Volume 7 | 2005

Share Proceeding

Featured papers

See More


Repeat Performances Decrease Consumer Perceptions of Authenticity

Rachel Gershon, Washington University, USA
Rosanna Smith, University of Georgia, USA

Read More


H12. Does Economic Development Influence Consumer Innovativeness?

Fuchun Zhan, University of Wisconsin - Madison, USA
Nancy Wong, University of Wisconsin - Madison, USA
Julie Anne Lee, University of Western Australia

Read More


Can Making Family Salient Improve Retirement Contributions? Evidence from Field Experiments in Mexico

Avni Shah, University of Toronto, Canada
Matthew Osborne, University of Toronto, Canada
Jaclyn Lefkowitz, IDEAS42
Andrew Fertig, IDEAS42
Dilip Soman, University of Toronto, Canada
Nina Mazar, Boston University, 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.