Internal Information
Oklahoma University - January - March 2006
Table 3

Significant Demographic and Gratifications Predictors of Attitude Toward Print Base Newspapers

Predictor Beta Significance
Dependent Variable
Communication form:
Base Newspaper
Age -.20 .04
Decisional Utility -.40

Note:  Overall attitude about print base newspapers was assessed using a global attitude measure adapted from Burgoon, Cohen, Miller, and Montgomery (1978). The measure’s 7-interval bipolar adjective scale. Multiple item indicators were used to include; unacceptable/acceptable, foolish/wise, unfavorable/favorable, negative/positive, bad/good, and wrong/right.

 DoD Joint Course in Communications - Class 06-B