Social and Psychological Predictors of Adult Information Seeking and Media Use

Abstract

This report of a survey (conducted in Fresno, California, in 1965) deals with channels chosen by adults for information about current events, their occupations, family activities, etc. The sixteen in formation channels belong to three broad classes: formal adult education, mass media, and other people. Multiple regression analyses show social and psychological predictors of channel pref erence. Percentages of use or participation are also presented within subgroups of respondents contrasted on strong predictors. It is found that each channel-especially the high-cost, high-yield channels like books and adult education-has a clearly profiled audience. Knowledge of these audience profiles will be useful to administrators of education and communication programs.

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