Tuning in and tuning out: media multitasking among young consumers

• While commercial media are increasingly attended to in multitasking contexts, advertising research is dominated by sequential marketing communication models where the consumer is a passive receiver of one type of media at a time. This study examine's media multitasking behaviors and experiences among young consumers. Media multitasking is the practice of participating in multiple exposures to two or more commercial media forms at a single point in time, including traditional, online, social, and entertainment media. Prior research argues that multitasking results in diminished comprehension and performance. Through a qualitative approach with a sample of 64 young consumers involving interviews and collages, this study highlights the paradoxical experiences of media multitasking. The authors develop a conceptual model that explains the personal benefits and costs associated with media multitasking, and proposes its impact on consumers' motivation, ability and opportunity (the MAO model) to process commercial media content. Further, the study suggests an inverted‐U relationship between media multitasking and the MAO model and proposes four behavioral coping moderators to this relationship.

Copyright © 2010 John Wiley & Sons, Ltd.     

Unregulated Internet Usage: Addiction,Habit, or Deficient Self-Regulation?

Recent reports of problematic forms of Internet usage bring new currency to the problem of "media addictions" that have long been the subject of both popular and scholarly writings. The research in this article reconsidered such behavior as deficient self-regulation within the framework of A. Bandura's (1991) theory of self-regulation. In this framework, behavior patterns that have been called media addictions lie at one extreme of a continuum of unregulated media behavior that extends from normally impulsive media consumption patterns to extremely problematic behavior that might properly be termed pathological. These unregulated media behaviors are the product of deficient self-regulatory processes through which media consumers monitor, judge, and adjust their own behavior, processes that may be found in all media consumers. The impact of deficient self-regulation on media behavior was examined in a sample of 465 college students. A measure of deficient self-regulation drawn from the diagnostic criteria used in past studies of pathological Internet usage was significantly and positively correlated to Internet use across the entire range of consumption, including among normal users who showed relatively few of the "symptoms." A path analysis demonstrated that depression and media habits formed to alleviate depressed moods undermined self-regulation and led to increased Internet usage.     

社交媒体分享线索如何影响消费者的选择：印象管理与自主感缺失

随着社交媒体, 第三方消费点评网站及各类电商平台的蓬勃发展, 消费者能够越来越容易地与他人分享自己的消费和体验。为了适应这一迅猛的发展势头, 企业采取一系列措施加入社交媒体营销刺激消费者分享。如在产品界面添加分享按钮, 在各大社交平台添加主题标签, 或者直接使用带有分享刺激的广告口号。与以往研究关注消费者决策后的分享行为不同, 本研究提出社交媒体分享线索在消费者决策中发挥着重要作用, 影响消费者的判断与选择。具体来说, 本项目认为社交媒体分享线索一方面激发了消费者的印象管理动机, 另一方面也降低了自主感, 在此基础上探究了的两个行为决策结果：产品兴趣和决策终止。本项目具有重要的理论意义, 突破前人研究大多关注决策后分享的局限, 对现有社交媒体分享, 及数字环境如何影响消费行为是有益的补充。在实践上, 对企业如何更好地开展社会化媒体营销有着重要的指导意义。     

Modeling of variables related to problematic social media usage: Social desirability tendency example

Social media usage has been popular for the last decade. Individuals use their social media environments for various reasons such as to socialize, play games, have fun and share posts. Overuse of these environments may lead to negative psychological and behavioral consequences for individuals. Additionally, it increases the worries about potential addicted/problematic use of social media. In this study, it is aimed to determine the level of problematic social media usage of participants who are active social media users and to analyze the relationships between problematic social media usage and various personal characteristics and social variables. Study in relational screening model is carried out with the participation of 580 volunteers. Partial least squares (PLS) structural equation modeling is used to analyze the data obtained through various scale according to the research model. The structural equation modeling analysis shows that there is a significant relationship between problematic social media usage and the daily time of social media usage, the use of frequency of social media for recognition, publicity, communication/interaction and education, loneliness, and social anxiety. The variable which shows higher correlation between problematic social media usage is social anxiety.     

#SocialMediaWellness: Exploring a research agenda and conceptualization for healthy social media consumption

The crossroads of scholar and marketer concerns related to healthy social media usage is where this study extends the burgeoning literature on consumer well-being in the digital area by exploring the topic of social media wellness, made more salient during the pandemic era. Consumers spend increasing amounts of time on social media despite experiencing numerous negative repercussions. Various disciplines have contributed to the examination of this topic; however, scant research has been conducted within the consumer research or marketing disciplines. Therefore, this paper aims to shed light on the need for social media wellness by (1) highlighting issues related to social media consumption, (2) introducing a conceptual definition of social media wellness, (3) exploring consumers' perceptions and experiences of social media usage through topic analysis, and (4) providing a research agenda for scholars to pursue. Following an exploratory observation of common topics surrounding social media wellness, specific hashtags and their corresponding posts were gathered from Twitter and then examined using the topic modeling method Latent Dirichlet Allocation (LDA). Implications and future research are discussed accordingly.     

Exploring how consumer cooperatives might strategically incorporate social media to distribute wine

This research advances our understanding of disruptions to marketing channels in the digital world by investigating the viability of consumer cooperative systems which are envisioned as multi-actor constructed networks using social media (SM) platforms. It introduces the concepts of “social media consumer wine cooperator” as a new distribution channel for wine and investigates the consumer's intention to participate in an SM and become a wine cooperator. Relying on the uses and gratifications theory (UGT), we adopted a quantitative research inquiry with data gathered using an online survey involving a sample of 486 French consumers. We empirically tested the relationships among four factors: attitude toward buying wine based on SM recommendations, perceived risks, intention to buy wine on SM, and consumer intention to become an SM wine cooperator. Findings indicate that the intention to be an SM wine cooperator is positively correlated with attitude toward buying wine based on SM recommendations and the intention to purchase wine on SM. To finish with, we link the concept of the consumer wine co-op to the current debate in the literature on centralized versus decentralized (built on top of blockchain networks) social media platforms, opening the door for future research avenues.     

Psychological impact of remote combat/graphic media exposure among US Air Force intelligence personnel

Since 2001 there has been a significant increase in the use of intelligence, surveillance, and reconnaissance (ISR) analysis for tactical, operational, and strategic decision makers engaged in global operations. To meet this demand, US Air Force intelligence personnel participate in remote combat and graphic media exploitation operations (e.g., review of still imagery, video, and audio), the long-term psychological effects of which are not well understood. Research to date has focused primarily on outcomes related to how intelligence personnel work, versus the specifics of what they do. Military psychologists embedded in ISR units conducted studies to address this gap. Intelligence analysts participated in focus groups and surveys assessing the frequency of exposure, previous exposures to other potentially traumatic events, symptoms of PTSD, moral injury, and other psychosocial experiences. Results showed that exposure levels, albeit virtual, rivaled or exceeded those reported by a sample of special operations forces. Results also showed that specific types of exposures (e.g., witnessing US military casualties, civilian casualties, atrocities committed by the enemy) are related to increased posttraumatic stress and other sequelae that may not adequately be captured by standard posttraumatic stress disorder screening measures. The results contribute to the existing literature on posttraumatic stress, shed new light on the emerging construct of moral injury, and highlight challenges presented by remote combat and graphic media exploitation operations to force health sustainment and performance optimization. The authors provide directions for future research and recommendations for ongoing assessment, monitoring, and selection and training of ISR personnel.     

Infant screen media usage and social-emotional functioning

There has been little research on whether and how screen media usage affects social-emotional (SE) function prior to two years of age, even though early SE development is understood to be nurtured through interpersonal experience, mainly withthe primary caregiver. This study sought to characterise infant screen media usage and understand how it may link with concurrent SE function by testing associated effects on reducing parent-infant interaction and of parent psychological factors. Questionnaire responses from 327 UK-based parents of infants aged 6–24 months showed diverse usage in the amount of time spent on screen media (‘screen time’) and amount of parental involvement (co-sharing and co-referencing). Infants with possible SE delay experienced more screen time than those at low risk. The study tested three mediation models and found support for the displacement and not distancing hypothesis based on this community sample. While screen time predicted both SE competence and SE problems, reduced parent-infant play partially mediated the effect on SE competence. Parent depressed mood was positively linked with infant SE problems, but there was little evidence that increased screen time mediated this effect. Also, parent reflective function and attitudes toward parent-infant play were unrelated to screen time. Though longitudinal study is warranted, the findings implicate screen media usage as potentially directly and indirectly relevant when addressing infant mental health.     

Sensory curation: theorizing media use for sensory regulation and implications for family media conflict

ABSTRACT

Media sensory curation theory, introduced here, complements theories of informational, emotional, and relational media gratifications. Sensory curation theory conceptualizes media devices as tools people use to help maintain sensory regulation by simultaneously capturing and curbing sensory input within built and natural environments. This article explicates the theory and introduces the Child and Adult Media Sensory Curation Inventories (MediaSCIs), separate measures of child and adult media sensory behaviors and preferences. A survey of 789 parents and adult caregivers of children ages 3 to 14 revealed moderate to strong correlations between general sensory processing and media sensory curation, validating the MediaSCIs. Controlling usage time, child media sensory curation strongly predicted problematic child media use and moderately predicted adult–child media conflict, which was four times as frequent among adult–child pairs with high MediaSCI scores than with low MediaSCI scores.     

From Functional Efficiency to Temporal Efficiency: Multifunctional Products Increase Consumer Impatience

Multifunctional products are ubiquitous in consumers' daily lives. However, scant research has examined whether and how the presence of multifunctional products systematically alters consumer behavior beyond product evaluations and adoption. Across four experiments and three supplementary studies, the authors identify a multifunction-impatience effect. They show that after exposure to multifunctional (vs. single-function) products, consumers are more likely to choose a smaller but sooner (vs. a larger but later) reward (Study 1), report more impatience when waiting for the web search results to load and perceive the loading time as longer (Study 2), and are willing to pay more for expedited shipping (Study 3). The authors further show that the effects occur because multifunctional products activate an efficiency goal among consumers, which renders them less patient (studies 2 and 3). In addition to the regular, “sequential” multifunctional products for which each of the functions has a specific usage situation, the proposed effect also applies to “simultaneous” multifunctional products whose functions operate simultaneously during consumption (Study 4). Taken together, this research broadens the scholarly understanding of the effects of multifunctional products from consumers' responses to these products to the unintended impact of such products on consumer impatience.     

Effects of wakeful resting versus social media usage after learning on the retention of new memories

Communication and information sharing via social media platforms is a common and popular activity. The majority of existing studies indicate that social media usage has detrimental effects on learning and memory. However, it is an open question as to whether social media usage affects memory even after learning. To test this, healthy young adults learned and immediately recalled a vocabulary list. Subsequent to recall, participants either wakefully rested for 8 min or used social media for 8 min. A delayed recall test took place after the wakeful resting condition and the social media condition and again after 1 day. Our results showed that social media usage, compared with wakeful resting, had detrimental effects on memory performance over both retention intervals. We assume that social media usage interfered with memory consolidation of learned vocabularies and suggest that learners opt for wakeful resting over social media usage as a learning-break activity.     

The influence of social media addiction on compulsive buying behaviour: A comparative analysis of LGBT+ and heterosexual consumers

Despite the significant research on the impact of social media in people's lives, little is known about the extent to which social media impacts on compulsive buying behaviour (CBB). Moreover, previous studies of this relationship sampled heterosexual or non-sexually identified populations. This study addresses this gap in knowledge by examining the impact of social media use and its addiction on CBB, together with the moderating influence of self-efficacy (SEF), through a comparative analysis of heterosexual and LGBT+ consumers. The results reveal that LGBT+ consumers are significantly more prone to both addictions than heterosexuals, but that social media addiction (SMA) has a stronger impact on CBB amongst heterosexuals. Moreover, SEF has a non-significant influence on CBB amongst both heterosexual and LGBT+ consumers and does not significantly moderate the impact of SMA on compulsive buying behaviour in either sample. Furthermore, the findings suggest that both heterosexual and LGBT+ non-compulsive consumers could be vulnerable to compulsive buying addiction through social media exposure and the fear of missing out.     

Message strength and persuasion when consumers imagine product usage

This paper analyzes the effects of message strength on brand attitude when consumers simulate product usage. The relevant literature suggests that advertising message strength does not matter when consumers imagine product usage, but previous studies do not consider the potential moderating effects of involvement and product category knowledge. The results of this research demonstrate that among high‐involvement consumers who perceive their knowledge in the product category as limited, imagining product usage does not reduce the relevance of a strong advertising message. This paper also shows that overall, imagining product usage positively affects brand attitude – regardless of message strength, involvement, and self‐perceived knowledge. An important practical implication arises from the study. Marketers should encourage mental simulation in their advertisements, but be careful not to set a good argument aside if the product/service is highly relevant to potential customers and the potential customers do not perceive themselves as very knowledgeable about the product category. This finding is particularly relevant to complex or relatively new products, because here, the group of consumers who are highly involved but do not perceive themselves as very knowledgeable may be large. Copyright © 2010 John Wiley & Sons, Ltd.     

Processes and pathways in development via digital media: Examples from word learning

Word learning unfolds over multiple, cascading pathways which support in-the-moment processing and learning. The process is refined with each exposure to a word, and exposures to new words occur across a variety of forms and contexts. However, as children are exposed to more and more digital media, the ways in which children encounter, learn, and build on their vocabulary is also shifting. These shifts represent changes in context, content, and at the level of the child that can lead to negative outcomes. Less work, however, has discussed what these differences mean for how things change in the underlying developmental cascade and learning processes. Here, we suggest that the increasing presence of digital media may shift the developmental pathways for learning (the chain of events that support future learning) but not necessarily the developmental processes (the mechanisms underlying learning). Moreover, the interaction of the two may lead to different behavior and outcomes for learning in a digital era. We argue it is imperative for researchers to not only study how digital media differs from everyday learning, but directly measure if the well-worn pathways, processes, and variables found with decades of research with real items translate to a digital media era.     

The use of product owner manuals: A comparison of older versus younger consumers

The present study addresses a relatively unexplored area by examining older consumers' interface with product owner manuals. Specifically, compared to younger consumers, seniors evidenced significantly greater usage of manuals and readership of specific sections. Overall, regression analyses utilizing context, product characteristic, product familiarity, general perceptions of manuals and demographic variables as predictors of manual use found prior knowledge and the perception that manuals are helpful to be among the most significant variables explaining readership. In general, these same variables reflect the extent of overlap between factors explaining manual usage for both older and younger consumers. Relevant literature from related domains provides the context for a discussion of findings and areas for future research.The authors wish to thank Dr. Dixie Mills for her input in the early stages of this research.     

Seeds of discontent: Expert opinion, mass media messages, and the public image of agricultural biotechnology

Survey data are presented on opinions about agricultural biotechnology and its applications held by agricultural science faculty at highly ranked programs in the United States with and without personal involvement in biotechnology-oriented research. Respondents believed biotech holds much promise, but policy positions vary. These results underscore the relationship between opinion and stakeholder interests in this research, even among scientific experts. Media accounts are often seen as causes, rather than artifacts, of the existence of public controversy; European and now U.S. opposition to food biotechnology is often explained away in terms of such a relationship. The authors argue that where even experts are divided, public opposition cannot reasonably be attributed to poor public understanding or sensationalistic media accounts. Ethical implications for communicating science are explored.     

Experimental insights into the socio-cognitive effects of viewing materialistic media messages on welfare support

ABSTRACT

This experimental study draws on cultivation, dispositional materialism, and schema theories to test the effects of commercial media viewing on material values and welfare support. Data were collected from a cross-sectional British sample using a web-survey priming methodology (N = 487, ages 18–49). Findings suggest that (a) materialism and anti-welfare orientations operate through associated and contiguous cognitive-affective mechanisms that can be triggered by momentary exposure to materialistic media messages (MMMs). (b) Heavy consumers of television shows that valorize and regularly portray wealth, fame, and luxury are significantly more materialistic and anti-welfare than lighter consumers. (b) Chronic attention to MMMs may indirectly increase support for the governmental enactment of punitive welfare policies via cultivating self-enhancement related schemas, which when instantiated, decrease dispositional orientations toward empathy, altruism, and communality. This research contributes nuanced theoretical and experimental insights into how ubiquitous commercial media potentially undermine prosocial development and societal well-being.     

电子媒体使用对睡眠的影响,机制及其干预

电子媒体设备日益流行的同时, 睡眠问题也日趋加重, 主客观研究均发现电子媒体使用会对睡眠产生消极影响.背后的加工机制涉及睡眠置换,唤醒,屏幕光和电磁辐射.可以通过睡眠卫生教育,限制电子媒体使用,屏蔽屏幕蓝光等方式进行干预.未来研究需要从理论机制的整合,因果关系的确定,测量方式的客观化和标准化,使用情况细化和本土化研究方面做努力.     

Consumer reactions to the decreased usage message: The role of elaborative processing

This research examines consumer reactions to an emerging trend among corporate social responsibility initiatives—the promotion of decreased usage of the company's own core products. The results across three experiments suggest that the presence of a decreased usage message that highlights incongruity between the marketing message and the company's goals leads to negative company evaluations. The authors demonstrate that elaborative processing underlies these effects by examining the moderating role of the need for cognition and cognitive load. Further, perceived incongruity and cognitive elaboration mediate the findings. The implications for marketers and consumers are discussed.     

Digital media and mental health in adolescent athletes

Although digital media are increasingly important for adolescent athletes, few studies explore their influence on mental health in this population. This study aimed to examine this relationship in 591 German adolescent athletes (aged 12–19 years) from 42 different sports. Longer daily social media usage was connected to increased negative affect and dysfunctional eating patterns. Similar results were found for cognitive-behavioral symptoms of excessive media usage and mental health. Structural equation modeling revealed these relationships were mediated by social comparison and quality of sleep. Higher athletic performance level was related to increased social comparison, but not to quality of sleep, negative affect, and dysfunctional eating. The negative relationship between excessive media usage and sleep was stronger in competitive and elite than in recreational athletes. Results imply digital media should receive attention when aiming to improve mental health in athletes. Relevant targets for future intervention could be social comparison and sleep.