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ERIC Number: ED358495
Record Type: Non-Journal
Publication Date: 1993-Apr
Pages: 39
Abstractor: N/A
Reference Count: N/A
ISBN: N/A
ISSN: N/A
Program Type Preference and Program Choice in Multi-Channel Situation.
Youn, Sug-Min
A study investigated the relationship between television program type preference and program choice in a multichannel situation. Program type categories were constructed which tapped in the program type distinction mentally represented in viewers' minds and a more elaborate measure of program choice options was developed. A total of 442 undergraduate students in telecommunication and journalism at a large midwestern university completed a questionnaire. Programming awareness, group viewing compromise, and strength of preference were included as three major moderating variables. A multiple regression test result supported the major prediction: that viewers tend to achieve more preference gratification in multichannel situations, even though the effects of three moderating variables turned out to be insignificant. Further research should replicate the study with a more generalized population (university students are not representative of the population at large). (Thirteen tables of data are included. Contains 32 references.) (Author/RS)
Publication Type: Speeches/Meeting Papers; Reports - Research
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A