Abstract
Whereas managerial common sense proposes that there is an obvious relationship between perception of the media and perception of the advertisement, the present research proves this to be partially wrong. An empirical study on three professional magazines for farmers (N=337) shows tnat the relationship is not significant. However there is an important element of segmentation when the receivers’ Locus of Control is used as a mediator variable: there is a positive relationship for the group of internally-controlled receivers and a negative relationship for the group of externally-controlled receivers. Advertisers are thus advised to differentiate their media strategy for these two publics. More studies are needed to probe this “obvious" relationship.
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Chebat, JC., Filiatrault, P., Laroche, H. (2015). The Medium is not the Message for all Consumers. In: Hawes, J.M., Glisan, G.B. (eds) Proceedings of the 1987 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17052-7_9
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DOI: https://doi.org/10.1007/978-3-319-17052-7_9
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