Working Wives: Their General Television Viewing and Magazine Readership Behavior
- 1 June 1978
- journal article
- Published by Taylor & Francis in Journal of Advertising
- Vol. 7 (2) , 5-13
- https://doi.org/10.1080/00913367.1978.10673216
Abstract
This paper reviews recent literature on the media behavior of working and non-working women and reports results of a study on the television viewing behavior and magazine readership of working and non-working wives. The results of the study are similar to findings reported by commercial sources but differ from those reported in an earlier issue of this journal. Explanations are offered for differences in findings and recommendations for future research are presented.Keywords
This publication has 4 references indexed in Scilit:
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- Cross-National Comparisons and Consumer Stereotypes: A Case Study of Working and Non-Working Wives in the U. S. and FranceJournal of Consumer Research, 1976
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