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ERIC Number: ED311491
Record Type: Non-Journal
Publication Date: 1989-Aug
Pages: 28
Abstractor: N/A
Using Joint Spouse Data To Understand and Predict Newspaper Use and Attitudes.
Abbott, Eric A.; Yarbrough, J. Paul
A study assessed the value of obtaining newspaper readership and attitudinal characteristics from both spouses in a household, in order to examine the influence that one spouse's media behavior may have on the other. A mailed questionnaire received 142 joint spouse responses in a small midwestern city. Results indicated that knowing one spouse's media characteristics and demographics substantially improves the ability to predict the characteristics of the other spouse. The study also developed three possible models of spousal influence that would affect newspaper readership patterns: (1) the traditional role model, in which spouses have little effect on each other's reading habits, each continuing to read what they learned to read earlier; (2) the substitution model, where tasks are divided, with one spouse reading certain areas and reporting to the other; and (3) the sharing model, in which mutual interests developed as a result of the marital relationship cause both spouses to read certain portions of the newspaper. Models two and three suggest that the marriage relationship can play a role in shaping newspaper readership patterns. Results also showed that newspaper reliance patterns of spouses change as they age, with husbands relying more on newspapers under age 45, and wives relying more on them above that age. (Six tables of data are included. Twenty-seven references and an appendix containing the attitude items used in the study are attached.) (SR)
Publication Type: Reports - Research; Speeches/Meeting Papers
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A