Assessing the Media Habits and Needs of the Mobility-Disabled Consumer
研究比较了行动障碍与非障碍消费者在媒体使用、广告态度和媒体需求上的差异，发现两组存在显著不同，对广告从业者有启示。
Abstract Abstract With passage of the Americans with Disabilities Act, businesses became aware of the 43 million disabled consumers as a source of concern and additional expense, but not as a salient market segment. Advertisers have yet to recognize that by learning more about the communication needs of the disabled, they can devise strategies to reach that large and generally ignored population of consumers. The authors report a study comparing mobility-disabled with nondisabled consumers in terms of media usage, attitudes toward advertising, and media needs. The results show several significant differences between the two groups. Implications for advertising practitioners are discussed.