Housewife Product Communication Activity Patterns

Autor:	Robert M. March, Margaret W. Tebbutt
Rok vydání:	1979
Předmět:	Social Psychology Housewife Order (business) business.industry Opinion leadership Sample (statistics) Interpersonal communication Product (category theory) business Psychology Social psychology Test (assessment) Mass media
Zdroj:	The Journal of Social Psychology. 107:63-69
ISSN:	1940-1183 0022-4545
DOI:	10.1080/00224545.1979.9922674
Popis:	Summary The study observed the communication behavior of Australian housewives, including both mass media and interpersonal communications, in order to test a priori hypotheses about four broad types of communication: viz., leaders, followers, exchangers, and isolates, in respect of seven household products. A sample of 125 housewife members of an Australian commercial consumer panel each returned a Time Diary for one, 24 hour period, which reported exhaustively on their involvement in interpersonal and mass communications. When the data were factor analyzed, factors for all predicted communicator-types were observed. In particular, the findings show that opinion exchange between housewives was the dominant communication pattern for such household products; opinion leaders or followers were shown, contrary to more traditional theories of personal influence and communication, to be much less frequent than opinion exchangers.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_dedup___::1de38de1358d070a1a9423b24191a710 https://doi.org/10.1080/00224545.1979.9922674 Zobrazit plný text záznamu Plný text ve formátu PDF