Original paper

Displacement and Reinforcement Effects of the Internet and Other Media as Sources of Advertising Information

Volume: 44, Issue: 1, Pages: 126 - 142
Published: Mar 1, 2004
Abstract

ABSTRACT

This study measured to what extent consumers used the Internet to displace or reinforce the use of other media as sources of advertising information. The sample was 2,032 households from 5,031 households randomly selected from a midwestern state. The results showed that although internet advertising provided many unique features, it has not displaced most media as sources of advertising information. Many consumers found that...
Paper Details
Title
Displacement and Reinforcement Effects of the Internet and Other Media as Sources of Advertising Information
Published Date
Mar 1, 2004
Volume
44
Issue
1
Pages
126 - 142
Citation AnalysisPro
  • Scinapse’s Top 10 Citation Journals & Affiliations graph reveals the quality and authenticity of citations received by a paper.
  • Discover whether citations have been inflated due to self-citations, or if citations include institutional bias.