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Retesting the Marketplace Theory of Media Use
Unformatted Document Text:  Retesting the Marketplace Theory of Media Use—26 Table 3 Reduction of the Partial Relationship Between Primary Antecedents and Newspaper B Readership by Controlling for Attitude toward the Newspaper News Coverage Accuracy Financial Aspects of Journalism Partial Partial Correlation Correlation Controlling Controlling Partial Demographics Partial Demographics Correlation & Attitude Correlation & Attitude Controlling toward the Controlling toward the Demographics Newspaper Demographics Newspaper Newspaper B Readership 0.276 -0.0202 0.0545 0.0334 *p<.05, **p<.01, p<.001

Authors: Beaudoin, Christopher. and Thorson, Esther.
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Retesting the Marketplace Theory of Media Use—26
Table
3
Reduction of the Partial Relationship Between Primary Antecedents and Newspaper B Readership
by Controlling for Attitude toward the Newspaper
News Coverage Accuracy
Financial Aspects of Journalism
Partial
Partial
Correlation
Correlation
Controlling
Controlling
Partial
Demographics Partial
Demographics
Correlation &
Attitude Correlation
&
Attitude
Controlling
toward the
Controlling
toward the
Demographics Newspaper Demographics Newspaper
Newspaper
B
Readership
0.276
-0.0202
0.0545
0.0334
*p<.05,
**p<.01,
p<.001


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