ERIC Number: ED196072
Record Type: RIE
Publication Date: 1980-Nov
Reference Count: 0
Theory Building in Media Decision Making.
Virts, Paul H.
A study was conducted concerning television program decision-making based on a theory of human information processing. Twenty-eight programers from 13 markets completed experimental simulations of television programing decisions. Important steps in the procedure were determined to be evaluation, search for alternatives, and selection of alternatives. It was discovered that two types of programers, high risk and low risk, can be described in terms of the amount of weight given to available information, such as share of market, cost, strategy, feedback, and general manager's opinion. A theoretical framework for television programing decision-making was developed based on both this research and untested theories. Key variables in the refined theory include information inputs, input evaluation, and integration. Relationships among the important variables are hypothesized in order to predict what actions low risk and high risk programers will take at different stages in the decision-making process. (MKM)
Publication Type: Speeches/Meeting Papers; Reports - Research
Education Level: N/A
Authoring Institution: N/A
Note: Paper presented at the Annual Meeting of the Speech Communication Association (66th, New York, NY, November 13-16, 1980).