Hiring faculty is a challenge in the field of marketing. One important factor is a shortage of candidates. The problem is exacerbated, however, by an imperfect match between jobs and candidates. This study examines the homogeneity of academic jobs and candidates. Surveys were conducted with both parties. The results show that institutions and…

Media effects should not be thought of as either isomorphic or fragmentary. Instead, the similarities and differences between them should be studied. This approach would offer the potential to determine not only what the media effects are, but how they occur. This is possible through the discovery of patterns in research theories and findings. To…

A study investigated whether selective attention to a particular television modality resulted in different levels of attention to and memory for each modality. Two independent variables manipulated selective attention. These were the semantic channel (audio or video) and viewers' instructed focus (audio or video). These variables were fully…

Information processing theories have been very useful in psychology. The application of information processing literature to communication, however, requires definitions of audiences and definitions of messages relevant to information-processing theories. In order to establish the relevant aspect of audiences, a multiple-stage model of audiences…

Message processing literature could conceptualize process in one of two distinct ways: a single over-time process as described by J. N. Cappella, versus several processes as described by D. K. Berlo. An examination of literature finds that theories are based on both forms of these over-time processes. However, operationalization rarely measures…

Although there have been frequent calls for over-time research in mass communication, there are still many reasons that researchers use simpler designs. Each approach: two-time point, panel/repeated measures, and time-series experimental designs, offers its own advantages and disadvantages. By examining the benefits and disadvantages of each…

A study examined the shift of the United States public's primary news source from newspapers to radio and then to television between 1937 and 1987 to determine the validity of the generally accepted explanation that people have shifted media (displacement). Two alternative processes were discovered that could also account for this phenomenon: (1)…

This study examined personal concern, perceived risk, and sexual behavior of 147 college students a year after Magic Johnson announced he tested positive for HIV (Human Immunodeficiency Virus). It found that identification mediates message effects, suggesting that a spokesperson with whom an audience can identify insures the greatest likelihood of…

Examines psychological concepts and theories about people's restrictions in processing information, and relates the concepts and theories to multiple resource theory. Applies this approach to television viewing, and discusses four separate limiting factors. (SR)

Investigates whether selective attention to a particular television modality resulted in different levels of attention to the visual and auditory modalities. Finds that subjects were able to focus on a particular message channel but that reactions to cues were faster when the audio channel contained the most information and when viewers focused on…

Tobacco companies have the ability to target their products to segmented audiences by advertising in specialty magazines. Segmentation is a means of providing audiences with ads appropriate to their behavioral, demographic, and psychological characteristics. Through a content analysis of cigarette advertising in 10 popular magazines, a study…

A study examined whether billboard advertising of tobacco and alcohol products is differentially targeted toward White, Black, Asian, and Hispanic neighborhoods. The study analyzed 901 billboards in neighborhood commercial districts in San Francisco, California, giving particular attention to tobacco and alcohol billboards. Neighborhood census…

Results of testing uses and gratifications theory with college students show students' media use and surveillance needs increase college year. Demographic differences and gratifications sought drive news media use. Surveillance needs result in increased use of all news media, whereas entertainment needs result in television news and CNN viewing.…

Reports on a meta-analysis of 34 news diffusion studies to show that the general importance of a story is positively associated with the level of diffusion and likelihood of hearing the news interpersonally but not the rate of telling others. Indicates that news that is personally relevant to an individual is more likely to be discussed with…

Addresses the question of whether use of student samples jeopardizes the validity of research. Examines the distinction between univariate and multivariate relationships in a study of identification with Diana, Princess of Wales. Shows that although the estimates of univariate values differed across three samples, the multivariate relationships…