Why do we multitask with media? Predictors of media multitasking among Internet users in the United States and Taiwan

Kononova, Anastasia; Chiang, Yi-Hsuan

doi:10.1016/j.chb.2015.03.052

Cited by 75 publications

(119 citation statements)

References 25 publications

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“…Consistently, the facet of efficiency is found in previous empirical work by Bardhi et al (2010) and Kononova and Chiang (2015). However, the facet of effectiveness, providing an impression of added value, is a new finding of this study.…”

Section: Theoretical Implicationssupporting

confidence: 76%

“…Elements of this dimension of polychronicity, namely the facets of enjoyment and entertainment, verify previous motives to multitask with media determined by Hwang et al (2014) and Kononova and Chiang (2015) respectively; whereas the elements of 'keeping one company' and 'relaxation' are newly uncovered. Correspondingly, 'social benefits' emphasise a sense of belonging and feelings of connection and closeness to others when multitasking with media.…”

Section: Theoretical Implicationsmentioning

confidence: 99%

“…Although not widely supported, gender has also been revealed as a differentiating factor, with females dominating multiple media use (Jeong and Fishbein, 2007;Duff et al, 2014). In addition, sensation seeking (Jeong and Fishbein, 2007;Duff et al, 2014); creativity (Duff et al, 2014) and motives such as: personal control; efficiency; information; connection and entertainment, are also revealed as antecedents of media multitasking (for example, Bardhi et al, 2010;Duff et al, 2014;Kononova and Chiang, 2015;Hwang et al, 2014). Moreover, the literature indicates that the behavioural phenomenon of multiple media use is determined through individuals' preference for performing multiple tasks (Srivastava et al, 2016), known as polychronicity (for example, Bluedorn et al, 1999;Konig and Waller;2010).…”

Section: Introductionmentioning

confidence: 99%

“…Antecedents of multiple media use are examined in emergent empirical work, revealing ownership and availability of media, alongside assorted audience characteristics, as predictors of media multitasking behaviour (for example, Jeong and Fishbein, 2007;Wang and Tchernev, 2012;Kononova and Chiang, 2015). Age is widely identified as a key audience feature (for example, Carrier et al, 2009;Wang and Tchernev, 2012;Konova and Chiang, 2015).…”

Section: Introductionmentioning

confidence: 99%

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Individuals’ preference for multiple media use – underlying motives

Robinson

2017

QMR

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Purpose The purpose of this paper is to uncover the underlying motives for individuals’ polychronicity, the preference to multitask with media. Design/methodology/approach For this exploratory study, a qualitative research design is chosen, using face-to-face in-depth interviews and triad groups. In total, 34 in-depth interviews are conducted in the UK, Germany and Australia, with four subsequent triads in the UK. Findings The underlying motives for individuals’ preference for multiple media use include eight dimensions: comfort with multitasking; multi-channel preference; effectiveness and efficiency; convenience; emotional gratification; information and knowledge; social benefits and assimilation. Research limitations/implications A non-probability sample of a specific sample group (Digital Natives) is used in this study and despite the reassurance provided by quality criteria and triangulation, generalisation from this study is problematic. Future research to validate the eight exposed dimensions would be valuable. Practical implications For marketing communications and media channel planners, endeavouring to optimise clients’ budgets, the unique knowledge provided by the depth of understanding offered by the eight dimensions of polychronicity and their associated facets enables the development of relevant communication campaigns. Originality/value This paper presents a unique insight into individuals’ preference for multiple media use, uncovering the underlying dimensions of this behavioural phenomenon. Accordingly, this study makes a valuable contribution to knowledge in this emerging research domain.

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Section: Theoretical Implicationssupporting

confidence: 76%

Section: Theoretical Implicationsmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

See 2 more Smart Citations

Individuals’ preference for multiple media use – underlying motives

Robinson

2017

QMR

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“…As KWK also focused on German students, an attempt to replicate these effects in other cultures would be desirable. At least some evidence exists that proposes cross-cultural differences in media use (e.g., Kononova and Chiang, 2015), in the interpretation of identical information (e.g., Bente et al, 2014), in post-receptive effects of news consumption (e.g., Facorro and DeFleur, 1993), and in news coverage by media (e.g., Iyengar et al, 2009). Also, it has to be noted that the present samples of participants were characterized by a strong gender bias, including about 75–80% females.…”

Section: Resultsmentioning

confidence: 99%

Thrilling News Revisited: The Role of Suspense for the Enjoyment of News Stories

2016

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Previous research on news perception has been dominated by a cognitively oriented perspective on reception processes, whereas emotions have been widely neglected. Consequently, it has remained open which features of a news story might elicit affective responses and hence modulate news perception, shifting the focus to the emotional potential of the narrative. According to the affective-disposition theory, the experience of suspense is the striving force of immersion in fictional dramas. Thereby, a positive affective disposition toward the protagonist of a story and a high likelihood of a bad ending should increase suspense that, in turn, should positively influence reading appreciation and lingering interest in the story. We investigated whether suspense and its determinants also play such a key role in the context of news stories. Study 1 (n = 263) successfully replicated results of an earlier study, whereas Studies 2 (n = 255) and 3 (n = 599) challenged the generalizability of some effects related to manipulated characteristics of a news story. In contrast, correlational relationships between perceived news characteristics and news evaluation were relatively stable. In particular, participants' liking of the protagonist and the perceived likelihood of a good ending were positively associated with suspense, reading appreciation, and lingering interest. This result indicates a preference for happy endings and contradicts the notion that likely negative outcomes are beneficial for suspense and the enjoyment of news stories, as postulated by the affective-disposition theory in the context of fictional dramas. Moreover, experienced suspense reliably mediated the correlations between, on the one hand, participants' liking of the protagonist and the perceived likelihood of a good ending and, on the other hand, reading appreciation and lingering interest. The news story's personal relevance was less influential than expected. Further, we observed a large absence of interaction effects, indicating that central characteristics of a news story can be independently varied to a large degree. In a nutshell, we may conclude that suspense significantly mediates the correlation between perceived news characteristics and the enjoyment of news stories, whereas manipulations of news characteristics do not necessarily influence the enjoyment of narratives as desired.

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Motives for digital social multitasking (DSMT) and problematic phone use among adolescents

Yang

Ariati

Pham

et al. 2023

Journal of Adolescence

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Introduction: Phone use during face-to-face interactions (i.e., digital social multitasking [DSMT]) is a growing activity among adolescents. DSMT appears to be a risk factor for problematic phone use, but little is known about why adolescents engage in DSMT and how different motives of DSMT would be associated with problematic phone use. Drawing on the framework of DSMT and the uses and gratifications theory, this study explored (1) the motives of adolescent DSMT and (2) the direct and indirect relationships between DSMT motives and problematic phone use via the level and perception of DSMT. Method: The study involved survey data from 517 adolescents in the United States recruited through the Qualtrics panels (M age = 14.83, SD = 1.93) in the fall of 2020. The sample's gender and racial/ethnic distributions were nationally representative. Results: We developed a scale measuring adolescent DSMT motives, which showed that adolescents engaged in DSMT because of enjoyment and connection, boredom, information, and habitual use. The motive of habitual use was associated with problematic phone use both directly and indirectly via level of DSMT and perceived distraction caused by DSMT. The information motive was directly associated with problematic phone use, while the boredom motive was indirectly associated with problematic phone use via perceived distraction. Conversely, the motive of enjoyment and connection was related to lower problematic phone use both directly and indirectly via lower perceived distraction. Conclusion:The study identifies DSMT-related risk and protective factors for problematic phone use. The findings should help adults recognize adaptive versus maladaptive forms of DSMT among adolescents and develop proper guidance and intervention.

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Why do we multitask with media? Predictors of media multitasking among Internet users in the United States and Taiwan

Cited by 75 publications

References 25 publications

Individuals’ preference for multiple media use – underlying motives

Individuals’ preference for multiple media use – underlying motives

Thrilling News Revisited: The Role of Suspense for the Enjoyment of News Stories

Motives for digital social multitasking (DSMT) and problematic phone use among adolescents

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