Evaluating the Impact of Various Influences

Formal media will influence mainly by representation or by indirect attraction, that is, by what they tell. People can induce each other to a variety of activities as a result of their interpersonal relations and thus their influence goes far beyond the content of their communications. “Effective Exposure” refers to people who mention a given influence, claiming that it played a specific role, and stating further that this source was the most important factor in their decision. Exposure to radio advertising is next in importance to personal contacts. Magazines follow newspapers in reports of overall exposure, but “effective exposure” to magazines is no greater than to newspapers. Personal contact again has considerably greater effectiveness than any of the other media. The low effectiveness of every one of the relevant media seems to be peculiar to the fashion field.

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