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Title:An exploration account of media multitasking: The exploration-exploitation model to explain media multitasking behavior
Author(s):Gong, Xuanjun
Advisor(s):Duff, Brittany
Department / Program:Advertising
Discipline:Advertising
Degree Granting Institution:University of Illinois at Urbana-Champaign
Degree:M.S.
Genre:Thesis
Subject(s):Media Multitasking, Exploration-Exploitation Trade-off, Decision-making, Curiosity, Intrinsic Motivation
Abstract:This study provides an Exploration-Exploitation Model of media multitasking, suggesting that people’s decision tendency toward exploration activates multitasking behavior, while a tendency toward exploitation keeps people media single-tasking. Moreover, I also propose that intrinsic motivation (curiosity) elicits exploration (vs. exploitation), determined by the intrinsic properties of the media tasks, such as novelty and uncertainty. A preliminary test at the individual difference level was performed and supported the Exploration-Exploitation Model of media multitasking. Specially, a Pick A Door Task (a version of the Four-Armed Bandit task) was used to measure trait tendency toward exploration (vs. exploitation). However, the association between trait curiosity (as intrinsic motivation tendencies) and trait media multitasking was not supported, which leaves a question regarding how the intrinsic and extrinsic value of information together influence people’s exploratory (vs. exploitive) media behaviors.
Issue Date:2019-07-03
Type:Text
URI:http://hdl.handle.net/2142/105776
Rights Information:Copy right 2019 Xuanjun Gong
Date Available in IDEALS:2019-11-26
Date Deposited:2019-08


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