MEDIA CONSUMPTION IN THE LENSES OF LIMITED-EFFECTS THEORY, CULTURALIST THEORY AND CLASS-DOMINANT THEORY

Cecilia Sun, Jessie Wang

Abstract


In this paper we revisit the case of the theoretical foundation for media consumption among the Chinese fashion consumers. 1023 persons responded to an online questionnaire to answer questions relating to their motives for media use to select fashion products. The results showed the presence of limited-effects theory in consumer decision making. Notably, it came to light that few of the respondents usually choose what media to interact with based on what they already believe hence media exerts a negligible influence

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