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Beyond the Principle of Relative Constancy: Determinants of Media Expenditures Into the Era of Internet in U.S.

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Abstract:

After the Principle of relative Constancy (PRC), which states the constant relationship between general economy and media expenditures, and variations of inter-media spending, was first proposed by Maxwell McCombs in 1972, there were a lot of empirical examinations and theoretical exposition on it. But there lacked studies with the inclusion of personal computers and the Internet. This study expands the period from 1929 to 2007 to explore the significant predictors of media expenditures in the fast-changing era of media under the new operationalization with the inclusion of new variables beyond the traditional bi-variable models of PRC. The study finds out that income or GDP is still the most significant determinant of media expenditures. Lagged dependent variables contributes to variations of the media expenditures, whereas lagged independent variables contributed little. Expenditures on new media tend to be more price-sensitive and more influenced by unemployment rates than expenditures on traditional media.

Most Common Document Word Stems:

media (178), expenditur (136), 7 (95), variabl (62), consum (62), advertis (59), price (56), data (56), 1 (52), 1929 (46), rate (44), model (43), studi (43), -200 (42), bea (41), 4 (39), per (35), household (32), 2 (32), interest (31), incom (31),
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Name: International Communication Association
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http://www.icahdq.org


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MLA Citation:

Su, Linsen. "Beyond the Principle of Relative Constancy: Determinants of Media Expenditures Into the Era of Internet in U.S." Paper presented at the annual meeting of the International Communication Association, Suntec Singapore International Convention & Exhibition Centre, Suntec City, Singapore, Jun 22, 2010 <Not Available>. 2014-11-27 <http://citation.allacademic.com/meta/p404387_index.html>

APA Citation:

Su, L. , 2010-06-22 "Beyond the Principle of Relative Constancy: Determinants of Media Expenditures Into the Era of Internet in U.S." Paper presented at the annual meeting of the International Communication Association, Suntec Singapore International Convention & Exhibition Centre, Suntec City, Singapore Online <PDF>. 2014-11-27 from http://citation.allacademic.com/meta/p404387_index.html

Publication Type: Conference Paper/Unpublished Manuscript
Review Method: Peer Reviewed
Abstract: After the Principle of relative Constancy (PRC), which states the constant relationship between general economy and media expenditures, and variations of inter-media spending, was first proposed by Maxwell McCombs in 1972, there were a lot of empirical examinations and theoretical exposition on it. But there lacked studies with the inclusion of personal computers and the Internet. This study expands the period from 1929 to 2007 to explore the significant predictors of media expenditures in the fast-changing era of media under the new operationalization with the inclusion of new variables beyond the traditional bi-variable models of PRC. The study finds out that income or GDP is still the most significant determinant of media expenditures. Lagged dependent variables contributes to variations of the media expenditures, whereas lagged independent variables contributed little. Expenditures on new media tend to be more price-sensitive and more influenced by unemployment rates than expenditures on traditional media.


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