Fuzzy Dynamic Groups
Keyword(s):
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.
2016 ◽
Vol 24
(06)
◽
pp. 847-858
◽
1983 ◽
Vol 8
(1)
◽
pp. 41-47
◽
Keyword(s):