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Retesting the Marketplace Theory of Media Use
Unformatted Document Text:  Retesting the Marketplace Theory of Media Use—13 demographics than in the earlier study by Beaudoin and Thorson (2002). Third, we attempted to advance and make more rigorous the testing of the model. As articulated earlier, Lutz, MacKenzie and Belch (1983) and MacKenzie and Lutz (1989) honed a conceptual framework of antecedents for “attitude toward the ad” (A AD ). There were five primary determinants of A AD , which was then tied to brand attitude and purchase intention. Beaudoin and Thorson (2002) grafted this marketing model to the realm of newspaper readership. Four antecedent measures—news credibility, attitude toward diversity aspects of journalism, attitude toward financial aspects of journalism, and individual differences—were shown to influence A N , which, in turn, influenced newspaper readership. In building antecedent measures, we found two important distinctions between our analysis and that of Beaudoin and Thorson (2002). First, we were unable to create a reliable measure for attitudes toward diversity aspects of journalism. Second, the authors in the 2002 study demonstrated two dimensions to news accuracy: mainstream and minority. In the current study, we examined news credibility in terms of both accuracy and negativity. Both measures were uni-dimensional, indicating that people in our focal urban center view the credibility of a newspaper in one dimension and do not distinguish coverage of mainstream groups by that of minority groups. This could relate to the demographic makeup of our focal urban center. As noted earlier, our urban center has much lower levels of diversity than that used by Beaudoin and Thorson (2002). In contrast, we did find support for other dimensions, such as financial aspects of journalism and attitude toward the newspaper (A N ), that are consistent with Beaudoin and Thorson (2002). With reference to previous research, we articulated five hypotheses. Some of our findings offered support for Beaudoin and Thorson (2002). In models for both Newspaper A and Newspaper B, demographics had strong effects on the development of A N and newspaper readership. Of the three primary determinants of A N , news coverage accuracy and financial aspects of journalism also played important roles. In each case, the more positive impressions

Authors: Beaudoin, Christopher. and Thorson, Esther.
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Retesting the Marketplace Theory of Media Use—13
demographics than in the earlier study by Beaudoin and Thorson (2002). Third, we attempted to
advance and make more rigorous the testing of the model.
As articulated earlier, Lutz, MacKenzie and Belch (1983) and MacKenzie and Lutz
(1989) honed a conceptual framework of antecedents for “attitude toward the ad” (A
AD
). There
were five primary determinants of A
AD
, which was then tied to brand attitude and purchase
intention. Beaudoin and Thorson (2002) grafted this marketing model to the realm of newspaper
readership. Four antecedent measures—news credibility, attitude toward diversity aspects of
journalism, attitude toward financial aspects of journalism, and individual differences—were
shown to influence A
N
, which, in turn, influenced newspaper readership.
In building antecedent measures, we found two important distinctions between our
analysis and that of Beaudoin and Thorson (2002). First, we were unable to create a reliable
measure for attitudes toward diversity aspects of journalism. Second, the authors in the 2002
study demonstrated two dimensions to news accuracy: mainstream and minority. In the current
study, we examined news credibility in terms of both accuracy and negativity. Both measures
were uni-dimensional, indicating that people in our focal urban center view the credibility of a
newspaper in one dimension and do not distinguish coverage of mainstream groups by that of
minority groups. This could relate to the demographic makeup of our focal urban center. As noted
earlier, our urban center has much lower levels of diversity than that used by Beaudoin and
Thorson (2002). In contrast, we did find support for other dimensions, such as financial aspects of
journalism and attitude toward the newspaper (A
N
), that are consistent with Beaudoin and
Thorson (2002).
With reference to previous research, we articulated five hypotheses. Some of our findings
offered support for Beaudoin and Thorson (2002). In models for both Newspaper A and
Newspaper B, demographics had strong effects on the development of A
N
and newspaper
readership. Of the three primary determinants of A
N
, news coverage accuracy and financial
aspects of journalism also played important roles. In each case, the more positive impressions


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