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Retesting the Marketplace Theory of Media Use
Unformatted Document Text:  Retesting the Marketplace Theory of Media Use—2 Beaudoin and Thorson (2002) base their model in the marketing conceptualization of Lutz, MacKenzie and Belch (1983). The marketing framework involves “attitude toward the ad” (A AD ), which is “a predisposition to respond in a favorable or unfavorable manner to a particular advertising stimulus during a particular exposure occasion” (MacKenzie and Lutz, 1989, p. 49). A AD is a powerful predictor of both brand attitude and purchase intention and is predicted by five antecedent measures: ad credibility, ad perceptions, attitude toward the advertiser, attitude toward advertising, and mood. Beaudoin and Thorson (2002) honed news measures that were specific to minority and ethnicity and, with their implementation, found support for grafting of the Lutz, MacKenzie and Belch (1983) marketing framework to the realm of news consumption. They found support for attitude toward the newspaper (A N ) as an important mediator of the effects of four primary antecedent measures. There were strong correlations among the primary antecedents, with two credibility measures appearing to drive the process. Other research has also used the Mackenzie, Lutz, and Belch’s (1986) conceptualization as a basis. For example, Wells and Chen (2000) studied why people access different websites. They demonstrated the strong predictive role of a website effectiveness index that they equated with A AD . In the current study, we attempt to retest the Marketplace Theory of Medai Use on telephone survey data from one large Northern urban center. In doing so, we examine news consumption in terms of readership of two newspapers. We borrow measures from Beaudoin and Thorson (2002) and, thus, retest the role that perceptions of ethnic and minority news coverage have on media use. Importantly, this allows for demonstrating whether a marketing model with ethnicity specific measures can be applied in cities that have greatly different demographics. Beaudoin and Thorson (2002) relied on survey data from a large California urban center. One such area, Los Angeles country, is much more diversified than our focal urban area (Census, 2000). Latino and Asian Americans make up more than half of the population of Los Angeles, while the percentages are much lower for our focal area. Our urban center has two area centers— both with a large metropolitan newspaper. Community A, which has Newspaper A, has 11%

Authors: Beaudoin, Christopher. and Thorson, Esther.
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Retesting the Marketplace Theory of Media Use—2
Beaudoin and Thorson (2002) base their model in the marketing conceptualization of
Lutz, MacKenzie and Belch (1983). The marketing framework involves “attitude toward the ad”
(A
AD
), which is “a predisposition to respond in a favorable or unfavorable manner to a particular
advertising stimulus during a particular exposure occasion” (MacKenzie and Lutz, 1989, p. 49).
A
AD
is a powerful predictor of both brand attitude and purchase intention and is predicted by five
antecedent measures: ad credibility, ad perceptions, attitude toward the advertiser, attitude toward
advertising, and mood. Beaudoin and Thorson (2002) honed news measures that were specific to
minority and ethnicity and, with their implementation, found support for grafting of the Lutz,
MacKenzie and Belch (1983) marketing framework to the realm of news consumption. They
found support for attitude toward the newspaper (A
N
) as an important mediator of the effects of
four primary antecedent measures. There were strong correlations among the primary
antecedents, with two credibility measures appearing to drive the process. Other research has also
used the Mackenzie, Lutz, and Belch’s (1986) conceptualization as a basis. For example, Wells
and Chen (2000) studied why people access different websites. They demonstrated the strong
predictive role of a website effectiveness index that they equated with A
AD
.
In the current study, we attempt to retest the Marketplace Theory of Medai Use on
telephone survey data from one large Northern urban center. In doing so, we examine news
consumption in terms of readership of two newspapers. We borrow measures from Beaudoin and
Thorson (2002) and, thus, retest the role that perceptions of ethnic and minority news coverage
have on media use. Importantly, this allows for demonstrating whether a marketing model with
ethnicity specific measures can be applied in cities that have greatly different demographics.
Beaudoin and Thorson (2002) relied on survey data from a large California urban center. One
such area, Los Angeles country, is much more diversified than our focal urban area (Census,
2000). Latino and Asian Americans make up more than half of the population of Los Angeles,
while the percentages are much lower for our focal area. Our urban center has two area centers—
both with a large metropolitan newspaper. Community A, which has Newspaper A, has 11%


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