Social Character and Differential Preference for Mass Communication

Harold H. Kassarjian

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Marketing and Advertising Strategies Media, Gender, and Advertising Consumer Behavior and Market Dynamics

Abstract

The basic hypothesis of this study is that a meaningful typology of consumer behavior may be segmented along the lines of social character delineated by David Riesman. Under experimental conditions inner- and other-directed subjects indicated a differential preference for specially created advertisements developed to appeal to these two character types. Further, the study analyzed differential exposure to mass media and differential preference for mass media content.

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