Reconceptualizing the role of habit: A new model of television audience activity
- 1 June 1997
- journal article
- research article
- Published by Taylor & Francis in Journal of Broadcasting & Electronic Media
- Vol. 41 (3) , 324-344
- https://doi.org/10.1080/08838159709364411
Abstract
This paper explores the role played by habit in shaping audience behavior through an analysis of Nielsen audience data. Through the use of a structural equation model, comparisons, are made between individuals’ weekday and weekend viewing patterns to determine if similarities persist despite the structural and programmatic differences in those time periods. Results indicate that habit plays a significant role in viewing behavior.This publication has 24 references indexed in Scilit:
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