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A THEORY OF TELEVISION PROGRAM CHOICE

James G. Webster, Jacob J. Wakshlag

Open publisher page 198 citations

Abstract

Researchers have employed different theoretical frameworks to predict patterns of television program choice. Despite varied theoretical origins, such efforts typically assume that program choice is systematically related to program content. A substantial body of marketing research, however, has provided evidence that choice is determined by scheduling—not content—factors, drawing into question the explanatory power of current theories. This article integrates disparate theoretical perspectives into a single model that is consistent with empirically documented patterns of choice.

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What this paper is about

Researchers have employed different theoretical frameworks to predict patterns of television program choice. Despite varied theoretical origins, such efforts typically assume that program choice is systematically related to program content. A substantial body of marketing research, however, has provided evidence that choice is determined by scheduling—not content—factors, drawing into question the explanatory power of current theories. This article integrates disparate theoretical perspectives into a single model that is consistent with empirically documented patterns of choice.

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OpenAlex reports 198 citations for this work. Citation counts describe recorded attention and do not establish research quality.

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Available abstract

Researchers have employed different theoretical frameworks to predict patterns of television program choice. Despite varied theoretical origins, such efforts typically assume that program choice is systematically related to program content. A substantial body of marketing research, however, has provided evidence that choice is determined by scheduling—not content—factors, drawing into question the explanatory power of current theories. This article integrates disparate theoretical perspectives into a single model that is consistent with empirically documented patterns of choice.

Key concepts: Explanatory power, Computer science, Research program, Advertising, Marketing, Epistemology, Business, Philosophy

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