Information Source Usage and Purchase Satisfaction: Implications for Product-Focused Print Media
Laura L. PingolCommunication Technology Acquisition Partners LLP
Anthony D. MlyazaklFlorida International University
Product-focused print media represent a continually growing information source for consumers seeking to purchase a variety of products, from computers, cameras, and other electronics, to boats, automobiles, and art. This information takes the form of both editorial content and the vendor advertising that supports it. Advertisers and marketers concerned with effective media planning thus have a great interest in examining the use of such information and its potential impact on purchase decisions and satisfaction. However,...