Media Habits Literature Review

759 Words4 Pages
6. Literature Review Media Habits of in-home buyers (Reynold, Martin, 1977) (Reynold, Martin, 1977)Even though the most profitable means for reaching different segments in-home market are local ads, direct mail or door to door these methods are slowly moving out of the picture due to rising mail costs and greater penetration of catalogue desks and centres. The purpose of the study is to check if in-home segments can be reached effectively through mass media. The research involved a panel of judges who divided a metropolitan area in different clusters with the use of Warner’s seven point scale of dwelling areas. Using a survey method where media exposure was checked based on their frequency of reading, listening or viewing of different media…show more content…
It has been estimated that most of the media habits are habitual. This complex article goes in and out of media habits again and argument that will be made will synthesize current developments in the neurology and psychology of habit with recent observational proof of various fields on…show more content…
Moving on to the socio psychological theories of habit are synthesized to define the current status of the construct in an allied filed where it has received considerable attention lately. Automaticity is the ability to perform tasks without executive control originating in the pre frontal cortex (Poldrack et al., 2005). William James (James, 1980) calling habit, ‘the enormous fly wheel of the society’ was the first to articulate the dual process model. Habits were referred to as processes that would start and would not require constant guidance; it is very non- conscious. Then comes in the concept of script where it is a cognitive structure that has event based situations, for example the cry of baby early in the morning would interrupt your ‘morning paper’ script. People initially start through behaviour, and this repeated behaviour is what leads to becoming a habit. However it is difficult to differentiate between a habit and behaviour from person to person, because of difference in time and situations. Although goal-directed behaviours are under conscious control and are distinguishable from habits, goals may trigger habitual behaviour indirectly in several ways (Wood & Neal, 2007). For example, when a mailbox is opened apart from clearing the inbox there might be a trigger to also clear all the drafts and spam and

More about Media Habits Literature Review

Open Document