The importance of social motives for watching and interacting with digital television
Steven Bellman, Anika Schweda and Duane Varan
Interactive Television Research Institute
Introduction
Marketers can use differences in motivations to craft appeals that are attractive only to the most profitable segments of consumers. These motivations are perhaps best revealed in in-depth, personal interviews (e.g. Valentine & Evans 1993), but can also be uncovered using quantitative surveys, which are needed to measure the relative sizes of potential segments. A survey of consumer...