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- W2090919503 abstract "Abstract We propose that consumers' relationships to nonadvertising forms of mass media are an essential aspect of the perceived meanings they derive from advertisements. After presenting a multidisciplinary theoretical framework, we discuss the results of an in-depth grounded theory investigation that identifies three key interpretive relationships between consumers and mass media vehicles." @default.
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- W2090919503 date "1997-03-01" @default.
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- W2090919503 title "Why Media Matter: Toward a Richer Understanding of Consumers' Relationships with Advertising and Mass Media" @default.
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- W2090919503 doi "https://doi.org/10.1080/00913367.1997.10673517" @default.
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