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Edgar Allan Poe/Sullivan's Island Library
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West Ashley Library
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Phone: (843) 766-6635
Wando Mount Pleasant Library
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Phone: (843) 805-6888
Village Library
9 a.m. - 6 p.m.
Phone: (843) 884-9741
St. Paul's/Hollywood Library
9 a.m. - 8 p.m.
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Otranto Road Library
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Hurd/St. Andrews Library
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HOUSEWIFE PRODUCT COMMUNICATION ACTIVITY PATTERNS.
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- Author(s): March, Robert M.; Tebbutt, Margaret W.
- Source:
Journal of Social Psychology. Feb1979, Vol. 107 Issue 1, p63. 7p. - Source:
- Additional Information
- Subject Terms:
- Abstract: The study observed the communication behavior of Australian housewives, including both mass media and interpersonal communications, in order to test a priori hypotheses about four broad types of communication: viz., leaders, followers, exchangers, and isolates, in respect of seven household products. A sample of 125 housewife members of an Australian commercial consumer panel each returned a Time Diary for one, 24 hour period, which reported exhaustively on their involvement in interpersonal and mass communications. When the data were factor analyzed, factors for all predicted communicator-types were observed. In particular, the findings show that opinion exchange between housewives was the dominant communication pattern for such household products; opinion leaders or followers were shown, contrary to more traditional theories of personal influence and communication, to be much less frequent than opinion exchangers. [ABSTRACT FROM AUTHOR]
- Abstract: Copyright of Journal of Social Psychology is the property of Taylor & Francis Ltd and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)
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