Abstract
This article goes beyond the principle of relative constancy (PRC) by testing 2 new models of consumer mass media spending using 1953-1991 Belgian data. Unlike traditional PRC models, which have focused exclusively on the long-term relationship between income and mass media spending, these 2 models contain additional regressors (price, population, unemployment, and interest rate) in current (Model 1) and lagged (Model 2) form. Time-series regression analyses were performed to determine which variables significantly predict changes in consumer mass media expenditures. Model 1 regressions revealed that price and population were better predictors of mass media expenditures than income, stressing the importance of developing models of consumer mass media spending that go beyond a simple mass media expenditures-income relation. Model 2 regressions showed that lagged variables played an important role in explaining changes in mass media expenditures, indicating the need for incorporating lags in future mass media spending work.
| Original language | English (US) |
|---|---|
| Pages (from-to) | 3-19 |
| Number of pages | 17 |
| Journal | Journal of Media Economics |
| Volume | 10 |
| Issue number | 2 |
| State | Published - 1997 |
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ASJC Scopus subject areas
- Economics and Econometrics
- Communication
Cite this
Beyond the principle of relative constancy : Determinants of consumer mass media expenditures in Belgium. / Dupagne, Michel.
In: Journal of Media Economics, Vol. 10, No. 2, 1997, p. 3-19.Research output: Contribution to journal › Article
}
TY - JOUR
T1 - Beyond the principle of relative constancy
T2 - Determinants of consumer mass media expenditures in Belgium
AU - Dupagne, Michel
PY - 1997
Y1 - 1997
N2 - This article goes beyond the principle of relative constancy (PRC) by testing 2 new models of consumer mass media spending using 1953-1991 Belgian data. Unlike traditional PRC models, which have focused exclusively on the long-term relationship between income and mass media spending, these 2 models contain additional regressors (price, population, unemployment, and interest rate) in current (Model 1) and lagged (Model 2) form. Time-series regression analyses were performed to determine which variables significantly predict changes in consumer mass media expenditures. Model 1 regressions revealed that price and population were better predictors of mass media expenditures than income, stressing the importance of developing models of consumer mass media spending that go beyond a simple mass media expenditures-income relation. Model 2 regressions showed that lagged variables played an important role in explaining changes in mass media expenditures, indicating the need for incorporating lags in future mass media spending work.
AB - This article goes beyond the principle of relative constancy (PRC) by testing 2 new models of consumer mass media spending using 1953-1991 Belgian data. Unlike traditional PRC models, which have focused exclusively on the long-term relationship between income and mass media spending, these 2 models contain additional regressors (price, population, unemployment, and interest rate) in current (Model 1) and lagged (Model 2) form. Time-series regression analyses were performed to determine which variables significantly predict changes in consumer mass media expenditures. Model 1 regressions revealed that price and population were better predictors of mass media expenditures than income, stressing the importance of developing models of consumer mass media spending that go beyond a simple mass media expenditures-income relation. Model 2 regressions showed that lagged variables played an important role in explaining changes in mass media expenditures, indicating the need for incorporating lags in future mass media spending work.
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UR - http://www.scopus.com/inward/citedby.url?scp=0041195128&partnerID=8YFLogxK
M3 - Article
AN - SCOPUS:0041195128
VL - 10
SP - 3
EP - 19
JO - Journal of Media Economics
JF - Journal of Media Economics
SN - 0899-7764
IS - 2
ER -