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Retesting the Marketplace Theory of Media Use
Unformatted Document Text:  Retesting the Marketplace Theory of Media Use—7 The Proposed Model The current study grafts the conceptual framework of Lutz, MacKenzie and Belch’s (1983) to mass media use (see Figure 1). In Figure 1, paths that are expected to be significant appear as solid lines, while paths that are expected to be nonsignificant appear as dotted lines. Lutz, MacKenzie and Belch examined the antecedents of product purchase, while we follow in the steps of Beaudoin and Thorson (2002) in exploring the antecedents of news use. These studies led us to articulate five hypotheses. Hypothesis 1: Individuals differences will play a strong role in predicting newspaper readership. Hypothesis 2: The primary antecedents will be positively correlated.. Hypothesis 3: The primary antecedents will have direct and positive effects on A N . Hypothesis 4: A N will have direct and positive effects on newspaper readership. Hypothesis 5: The primary antecedents will have indirect and positive effects on newspaper readership, as mediated by A N . This approach to modeling indicates a “credibility Æ media use” direction of causation (Beaudoin & Thorson, 2002). Previous research has indicated that this causal connection could work either way (Cobbey, 1980; Rimmer & Weaver, 1987). Per our modeling, we contend that people’s perceptions of newspaper credibility will influence their subsequent newspaper readership. METHOD The hypotheses were tested with survey data from a representative sample of adults in a Northern urban center. During March and April 2000, a professional survey organization at a large Midwestern university completed telephone interviews. Stratified random-digit dialing and the Troldahl-Carter-Bryant method of respondent selection were used to create a sample representative of the urban center and the households in it (Lavrakas, 1993). Telephone surveys were completed with 873 adults (age 18 and over). Of these adults, 650 indicated that their newspaper of primary use was Newspaper A, while 323 indicated that their primary newspaper of use was Newspaper B. Computer Assisted Telephone Interviewing (CATI) software was used in

Authors: Beaudoin, Christopher. and Thorson, Esther.
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Retesting the Marketplace Theory of Media Use—7
The Proposed Model
The current study grafts the conceptual framework of Lutz, MacKenzie and Belch’s
(1983) to mass media use (see Figure 1). In Figure 1, paths that are expected to be significant
appear as solid lines, while paths that are expected to be nonsignificant appear as dotted lines.
Lutz, MacKenzie and Belch examined the antecedents of product purchase, while we follow in
the steps of Beaudoin and Thorson (2002) in exploring the antecedents of news use. These studies
led us to articulate five hypotheses.
Hypothesis 1: Individuals differences will play a strong role in predicting newspaper
readership.
Hypothesis 2: The primary antecedents will be positively correlated..
Hypothesis 3: The primary antecedents will have direct and positive effects on A
N
.
Hypothesis 4: A
N
will have direct and positive effects on newspaper readership.
Hypothesis 5: The primary antecedents will have indirect and positive effects on
newspaper readership, as mediated by A
N
.
This approach to modeling indicates a “credibility Æ media use” direction of causation
(Beaudoin & Thorson, 2002). Previous research has indicated that this causal connection could
work either way (Cobbey, 1980; Rimmer & Weaver, 1987). Per our modeling, we contend that
people’s perceptions of newspaper credibility will influence their subsequent newspaper
readership.
METHOD
The hypotheses were tested with survey data from a representative sample of adults in a
Northern urban center. During March and April 2000, a professional survey organization at a
large Midwestern university completed telephone interviews. Stratified random-digit dialing and
the Troldahl-Carter-Bryant method of respondent selection were used to create a sample
representative of the urban center and the households in it (Lavrakas, 1993). Telephone surveys
were completed with 873 adults (age 18 and over). Of these adults, 650 indicated that their
newspaper of primary use was Newspaper A, while 323 indicated that their primary newspaper of
use was Newspaper B. Computer Assisted Telephone Interviewing (CATI) software was used in


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