This paper considers several issues: whether there is a drop in the total level of radio listening from day one to day seven during a one-week diary; whether the number of stations in a diary influences the total level radio listening; and finally whether the level of radio listening is sensitive to the position of the radio station in the list.
The paper presents a two-dimensional value system centered around modern traditional and individual versus social orientation, and shows how the dimensions are derived and how they relate to other comprehensive value systems such as VALS, RISK, CCA, and the like. A simple Kompas value chart description of the findings is introduced and if is shown how different groups of consumers, media-users, and others vary markedly. That values discriminate better than traditional socio- demographic criteria is also illustrated, and the possible application of the findings across countries and over time is discussed.