This article reports an empirical study designed to provide advertisers with information concerning the personality and life-style characteristics of television program audiences. The results indicate that audiences are relatively heterogeneous in terms of psychographic characteristics. These variables appear to be of limited value for describing audience composition or predicting viewing behavior.
Get full access to this article
View all access options for this article.
References
1.
BassFrank M., PessemierEdgar A., and TigertDouglas J.“A Taxonomy of Magazine Readership Applied to Problems in Marketing Strategy and Media Selection,”Journal of Business, 42(July 1969), 357–63.
2.
EhrenbergA. S. C.“The Factor Analytic Search for Program Types,”Journal of Advertising Research, 8(March 1968), 55–63.
3.
FrankRonald E., BecknellJames C., and Jamesnad, and ClokeyD.“Television Program Types,”Journal of Marketing Research, 8(May 1971), 204–11.
4.
FrankRonald E., MassyWilliam F., and WindYoram. Market Segmentation.Englewood Cliffs, N.J.: Prentice-Hall, 1972.
5.
FrankRonald E., MassyWilliam F., and MorrisonDonald G.“Bias in Multiple Discriminant Analysis,”Journal of Marketing Research, 2(August 1965), 250–8.
6.
FryJoseph N.“Personality Variables and Cigarette Brand Choice,”Journal of Marketing Research, 8(August 1971), 398–405.
7.
GenschDennis H., and RanganathanB.“Evaluation of Television Program Content for Purpose of Promotional Segmentation,”Journal of Marketing Research, 11(November 1974), 390–8.
8.
HallCalvin S., and LindzeyGardner. Theories of Personality.New York: John Wiley & Sons, 1970, 380–416.
9.
Institute of Personality and Ability Testing.Sixteen Personality Factors Manual.Champaign, Ill.: University of Illinois, 1969.
10.
KassarjianHarold H.“Personality and Consumer Behavior: A Review,”Journal of Marketing Research, 8(November 1971), 409–20.
11.
KirschArthur D., and BanksSeymour. “Program Types Defined by Factor Analysis,”Journal of Advertising Research, 2(September 1962), 29–31.
12.
KoponenArthur. “Personality Characteristics of Purchasers,”Journal of Advertising Research, 1(September 1960), 6–20.
MassyWilliam F., FrankRonald E., and LodahlThomas M.Purchasing Behavior and Personal Attributes.Philadelphia: University of Pennsylvania Press, 1968.
15.
MorrisonDonald G.“On the Interpretation of Discriminant Analysis,”Journal of Marketing Research, 6(May 1969), 156–63.
16.
PerrowL. V.“A Description of Similarity of Personality Between Selected Groups of Television Viewers and Certain Television Roles Regularly Viewed by Them,” unpublished doctoral dissertation, University of Southern California, 1968.
17.
PessemierEdgar A., and HustadThomas P.“Segmenting Consumer Markets with Activity and Attitude measures,” Paper No. 298, Institute for Research in the Behavioral, Economic and Management Science, Purdue University, 1971.
18.
PlummerJoseph T.“The Concept and Application of Life Style Segmentation,”Journal of Marketing, 38(January 1974), 33–7.
19.
SteinerGary A.The People Look at Television.New York: Alfred A. Knopf, 1963.
20.
SwansonCharles D.“The Frequency Structure of Television and Magazines,”Journal of Advertising Research, 7(June 1967), 8–15.
21.
TigertDouglas J.“Are Television Audiences Really Different?” paper presented at the 54th International Marketing Congress, American Marketing Association, San Francisco, April 1971.
22.
WellsWilliam D.“The Rise and Fall of Television Programs Types,”Journal of Advertising Research, 9(September 1969), 21–7.
23.
WellsWilliam D., and BeardArthur D.“Personality and Consumer Behavior,” in Scott Ward and Thomas S. Robertson,Consumer Behavior Theoretical Sources.Englewood Cliffs, N.J.: Prentice-Hall, 1973, 141–99.
24.
WellsWilliam D., and TigertDouglas J.“Activities, Interests and Opinions,”Journal of Advertising Research, 2(August 1971), 27–34.
25.
WindYoram. “Life Style Analysis: A New Approach,” paper presented at the 54th International Marketing Congress, American Marketing Association, San Francisco, April 1971.
