Fuzzy Dynamic Groups: Measures and Implications for Television Audiences

Fuzzy Dynamic Groups: Measures and Implications for Television Audiences

José-Domingo Mora (University of Massachusetts-Dartmouth, USA)
DOI: 10.4018/978-1-4666-0095-9.ch003
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Abstract

Television audiences have been shown to be a mixture of lone individuals and groups of viewers, with groups contributing at least 50% of total ratings. Viewing with others also makes the experience more enjoyable and has important effects on cognitive processing of programs and advertisements. A major problem for researchers and managers is that groups of viewers are dynamic entities difficult to define or measure. This study frames groups of television viewers as fuzzy sets and presents fuzzy measures of group size and composition. The effects of these characteristics on individual consumption of television are assessed using statistical models, which incorporate the arithmetic forms of the proposed measures.
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Groups, Families And Television

Adamowicz, Hanemann, Swait, Johnson, Layton, Regenwetter et al. (2005) summarize the conclusions of an interdisciplinary symposium on family groups as follows: “Households may differ from groups that have been typically used in group research, which suggests the need for specially focused research efforts on household decision making. Group decision-making has been most often studied in the laboratory using ad-hoc groups that do not have a common history and future”. They also pointed to some useful future research directions, among them the influence of group size and composition on family decision-making.

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