TY - JOUR
AU - Thompson, Craig J.
AB -  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. 
TI - Why Media Matter: Toward a Richer Understanding of Consumers' Relationships with Advertising and Mass Media
JF - Journal of Advertising
DO - 10.1080/00913367.1997.10673517
DA - 1997-03-01
UR - https://www.deepdyve.com/lp/taylor-francis/why-media-matter-toward-a-richer-understanding-of-consumers-apos-G4beNJFwYq
SP - 43
EP - 60
VL - 26
IS - 1
DP - DeepDyve
ER -