Public reactions to cable television: Time in the diffusion process

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Abstract
This study focused on attitudinal and behavioral changes that might stem from consumer experience with cable television. The expectation was that a complex medium such as cable television would become firmly positioned in the marketplace only after consumers had time to experiment with the service and learn through actual trial. It was found that considerable change in attitudes toward cable television took place over the study's 5‐year period, moving from naive enthusiasm, through disappointment, and to modified appreciation. Viewing behavior was not found to have changed much during the test period, and attitude changes did not extend beyond services available in the market.

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