Title: Newspaper loyalty
Description: In this study Leon de Wolff poses the question why some of the subscribers of a newspaper renew their subscription, even if their newspaper does not supply them with the kind of articles and photographs they prefer, and others do not. All independent variables in this research are connected to one of the three ways that are known to come to a conclusion: the triad cognitive, affective and conative. On the basis of extensive empirical research and theoretical reasoning De Wolff concludes that newspaper subscribers do not cancel or renew their subscription after a rational comparison of their ideal mix of articles and photographs with the mix the paper supplies. In this abridged edition we present only the core of the argument, hint at the line of reasoning and show only the bare conclusions.
Subjects: Newspapers, Marketing, Customer loyalty, Consumer behavior