ERIC Number: ED381147
Record Type: RIE
Publication Date: 1995
Reference Count: N/A
A Pre-Diffusion Comparison of Urban and Rural Attitudes toward Advanced Television Services.
Braun, Mark J.; Scully, Timothy L.
This study was grounded in the geography school of diffusion theory, specifically focusing on Ormrod's concept of "spatial receptiveness." A survey was conducted to test how location of residence (urban vs. rural) is associated with consumer attitudes toward high-definition television (HDTV) and other expanded television services. Respondents (n=200) were questioned on prior exposure to information about the technology, sources of information, understanding of the technology, attitude toward it, price thresholds, factors that might influence adoption, and interest in expanding programming services that will accompany HDTV. Results indicated that location of residence was positively associated with the ability to accurately define HDTV, looking forward to adopting HDTV and expanding television services, the price one would be willing to pay, and whether there was a preference for HDTV and other expanded television services. The data also showed that knowledge of HDTV has not diffused to a majority of the population; fewer than one-third of the 200 respondents had even heard of HDTV. The majority of respondents who looked forward to HDTV were willing to spend more than $500 for a receiver; rural respondents were less willing to pay higher prices for the technology. Finally, those willing to pay more for HDTV also reported greater interest in expanded television services. Four tables illustrate the findings, and an appendix contains a copy of the survey instrument. (Contains 50 references.) (Author/MAS)
Publication Type: Reports - Research; Tests/Questionnaires
Education Level: N/A
Authoring Institution: Gustavus Adolphus Coll., St. Peter, Minn.; College of St. Thomas, St. Paul, Minn.
Identifiers: High Definition Television
Note: First Place Award, 1995 Paper Competition, Broadcast Education Association, Communication Technology Division.