ERIC Number: EJ341014
Record Type: CIJE
Publication Date: 1986
Reference Count: 0
Consumer Spending on the Mass Media: The Principle of Relative Constancy Reconsidered.
Wood, William C.
Journal of Communication, v36 n2 p39-51 Spr 1986
Argues that the major studies supporting the Principle of Relative Constancy in consumption of mass communication products were statistically defective. Presents updated tests of data suggesting that the principle is actually of doubtful predictive value. (MS)
Publication Type: Journal Articles; Reports - Research; Opinion Papers
Education Level: N/A
Authoring Institution: N/A