Abstract
The present study provides a life style profile of the early adopter of cable television service. A questionnaire was administered to 600 householders from which 149 were later identified as early adopters and 238 as non-adopters. The early adopters were found to be younger, have a higher annual income and more children at home aged 11 to 15. They were more achievement oriented, more individualistic, more materialistic, and possessed greater self-esteem than the non-adopters. They were greater users of the media in general and of television in particular.
1This research was made possible through a grant received from the Department of the Secretary of State and the Department of Supply and Services Canada (Contract #1SU 77-00277). The authors wish to acknowledge the comments of AMS reviewers.
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Barnes, J.G., Kelloway, K.R. (2016). Cable Television Viewership: An Examination of Innovative Behavior. In: Gitlow, H.S., Wheatley, E.W. (eds) Proceedings of the 1979 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-16934-7_2
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