The Effect of the Interpersonal Diffusion of Information on Attitudes, Purchase Habits, and Mass Media Influence regarding Popular Music Recordings - Pezl, Terry John (University of Wisconsin-Stevens Point, 1982)
While [Elihu] Katz's view of interpersonal communication may be reflective of a time in which the individual was not constantly bombarded by the influence of the mass media, it certainly recognizes the force with which interpersonal communication makes itself felt. There exists no form of mass communication which operates apart from the influence of word-of-mouth discussion, with the diffusion of innovative information being especially dependent upon this personal communication form. This study has been designed to deal with the dissemination of information through these interpersonal channels in the specific