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Retesting the Marketplace Theory of Media Use
Unformatted Document Text:  Retesting the Marketplace Theory of Media Use—4 New York Times are also marketed, though the sale takes on different forms, including subscription, vending machine, newsstand, and advertising. The clearest conceptualization of news as a commodity may involve wire services, which produce news, trade and sell news. If news is a commodity, then it can be sold and consumed. The process of commodity sale underlies Lutz, MacKenzie and Belch’s (1983) conceptual framework of antecedents for what they called “attitude toward the ad” (A AD ). MacKenzie and Lutz (1989) explained and tested five primary antecedent of A AD : ad credibility, ad perceptions, attitude toward the advertiser, attitude toward advertising, and mood. Beaudoin and Thorson (2002) contended that this model can be altered for application to news consumption. Their translation of measures to the realm of news use rendered the following antecedent measures for “attitude toward the newspaper” (A N ): news credibility, attitude toward diversity aspects of journalism, attitude toward financial aspects of journalism, and individual differences. In Lutz, MacKenzie and Belch’s (1983) model, A AD is expected to mediate the effects that the antecedents have on product purchase. Similarly, Beaudoin and Thorson (2002) contended that A N mediated the effects that their main antecedents have on newspaper readership. Antecedents of Consumption MacKenzie and Lutz (1989) contended that there are five primary antecedents of A AD : ad credibility, ad perceptions, attitude toward the advertiser, attitude toward advertising, and mood. They demonstrated that attitude toward the advertiser played a strong direct and indirect role in predicting A AD , as did ad credibility and ad perceptions. In contrast, the association between general attitude toward advertising and A AD was nonsignificant. Beaudoin and Thorson (2002) translated these measures into forms that were specific to both the news media and ethnicity and minority news coverage. Their antecedents were news credibility, attitude toward diversity aspects of journalism, attitude toward financial aspects of journalism, and individual differences. These measures were expected to predict attitude toward the newspaper (A N ), which, in turn, was expected to predict newspaper readership. They

Authors: Beaudoin, Christopher. and Thorson, Esther.
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Retesting the Marketplace Theory of Media Use—4
New York Times are also marketed, though the sale takes on different forms, including
subscription, vending machine, newsstand, and advertising. The clearest conceptualization of
news as a commodity may involve wire services, which produce news, trade and sell news.
If news is a commodity, then it can be sold and consumed. The process of commodity
sale underlies Lutz, MacKenzie and Belch’s (1983) conceptual framework of antecedents for
what they called “attitude toward the ad” (A
AD
). MacKenzie and Lutz (1989) explained and tested
five primary antecedent of A
AD
: ad credibility, ad perceptions, attitude toward the advertiser,
attitude toward advertising, and mood. Beaudoin and Thorson (2002) contended that this model
can be altered for application to news consumption. Their translation of measures to the realm of
news use rendered the following antecedent measures for “attitude toward the newspaper” (A
N
):
news credibility, attitude toward diversity aspects of journalism, attitude toward financial aspects
of journalism, and individual differences. In Lutz, MacKenzie and Belch’s (1983) model, A
AD
is
expected to mediate the effects that the antecedents have on product purchase. Similarly,
Beaudoin and Thorson (2002) contended that A
N
mediated the effects that their main antecedents
have on newspaper readership.
Antecedents of Consumption
MacKenzie and Lutz (1989) contended that there are five primary antecedents of A
AD
: ad
credibility, ad perceptions, attitude toward the advertiser, attitude toward advertising, and mood.
They demonstrated that attitude toward the advertiser played a strong direct and indirect role in
predicting
A
AD
, as did ad credibility and ad perceptions. In contrast, the association between
general attitude toward advertising and
A
AD
was nonsignificant.
Beaudoin and Thorson (2002) translated these measures into forms that were specific to
both the news media and ethnicity and minority news coverage. Their antecedents were news
credibility, attitude toward diversity aspects of journalism, attitude toward financial aspects of
journalism, and individual differences. These measures were expected to predict attitude toward
the newspaper (A
N
), which, in turn, was expected to predict newspaper readership. They


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