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Abstract Most media selection problems involve some kind of matching between media audience and target market membership. As a rule, this matching is done indirectly, using demographics as mediating variables. Recent studies have suggested that psychographics might also be used for this purpose. This study evaluates the performance of a standard set of psychographic variables as mediators of the media-market relationship. It then discusses the implications of this performance for media selection theory.
Cannon et al. (Sun,) studied this question.