Abstract
People add and drop cable services often, a phenomenon called “churning.” A panel survey of a sample of nearly 400 cable users compares cable use across a year interval and finds that about one-third of cable subscribers, respectively, added, dropped or maintained various cable services. Cost was a factor, but one could not predict who would add or drop on the basis of demographics. Those who added or dropped did bring their opinions into line, as cognitive dissonance theory would predict.
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