Abstract
A telephone survey was conducted in a large U.S. southeastern metropolitan area to assess consumer predispositions toward high-definition television (HDTV) and pro- file potential adopters of this technology according to demographics, mass mediause, ownership of home entertainment products, and importance of television attributes. Results were consistent with diffusion theory and research: HDTV awareness was positively related to education, income, sex (male), newspaper use, and importance of picture sharpness; HDTV interest was negatively related to age and positively related to income, moviegoing, ownership of home entertainment products, and importance of picture sharpness; and HDTV purchase intention was positively related to sports viewing and importance of screen size.
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