A Multivariate Analysis of Media Exposure and Vacation Behavior with Life Style Covariates

1 September 1975

journal article
Published by Oxford University Press (OUP) in Journal of Consumer Research

Vol. 2 (2) , 93-103
https://doi.org/10.1086/208620

Abstract

Two different multivariate analysis of variance (MANOVA) models are used to examine the relationship between selected media exposure groups and market behaviors. The dependent vector variable in the first model is vacation behaviors which is adjusted for covariance with interest-specific AIO measures in the second model.

Keywords

MULTIVARIATE ANALYSIS
MEDIA EXPOSURE
LIFE
MODEL
ANALYSIS OF VARIANCE
VACATION BEHAVIORS
COVARIANCE

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