{"id":{"repo_id":"uiuc","oai_identifier":"oai:www.ideals.illinois.edu:2142/105776"},"canonical_url":"https://search.dev.ndltd.org/etd/uiuc/oai:www.ideals.illinois.edu:2142/105776","repository":{"repo_id":"uiuc","name":"University of Illinois - Urbana-Champaign","base_url":"https://www.ideals.illinois.edu/oai-pmh"},"display":{"title":"An exploration account of media multitasking: The exploration-exploitation model to explain media multitasking behavior","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.","abstract_html":"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.","abstract_has_math":false,"creators":["Gong, Xuanjun"],"institution":"University of Illinois at Urbana-Champaign","degree_name":"M.S.","degree_level":"Thesis","degree_discipline":"Advertising","degree_department":null,"school":null,"contributors":["Duff, Brittany"],"advisors":[],"committee_chairs":[],"committee_members":[],"year":2019,"date_issued":"2019-11-26T20:49:19Z","date_published":"2019-11-26T20:49:19Z","updated_at":"2026-07-22T22:24:45Z","subjects":["Media Multitasking, Exploration-Exploitation Trade-off, Decision-making, Curiosity, Intrinsic Motivation"],"languages":["en"],"rights":["Copy right 2019 Xuanjun Gong"],"rights_urls":[],"identifier_entries":[]},"links":{"outbound_url":"http://hdl.handle.net/2142/105776","outbound_label":"Handle","outbound_source":"dc:identifier"},"metadata_groups":[{"id":"people","label":"People","entries":[{"key":"dc:contributor","label":"Contributor","values":["Duff, Brittany"]},{"key":"dc:creator","label":"Author","values":["Gong, Xuanjun"]}]},{"id":"academic_context","label":"Academic Context","entries":[{"key":"dc:date","label":"Dc Date","values":["2019-11-26T20:49:19Z","2021-11-27T10:15:30Z","2019-07-03","2019-08"]},{"key":"dc:type","label":"Dc Type","values":["text"]},{"key":"thesis:degree_discipline","label":"Discipline","values":["Advertising"]},{"key":"thesis:degree_level","label":"Degree Level","values":["Thesis"]},{"key":"thesis:degree_name","label":"Degree Name","values":["M.S."]},{"key":"thesis:institution_name","label":"Thesis Institution Name","values":["University of Illinois at Urbana-Champaign"]}]},{"id":"subjects_keywords","label":"Subjects and Keywords","entries":[{"key":"dc:subject","label":"Dc Subject","values":["Media Multitasking, Exploration-Exploitation Trade-off, Decision-making, Curiosity, Intrinsic Motivation"]}]},{"id":"language_rights","label":"Language and Rights","entries":[{"key":"dc:language","label":"Dc Language","values":["en"]},{"key":"dc:rights","label":"Dc Rights","values":["Copy right 2019 Xuanjun Gong"]}]},{"id":"identifiers","label":"Identifiers","entries":[{"key":"dc:identifier","label":"Identifier","values":["http://hdl.handle.net/2142/105776"]}]},{"id":"additional","label":"Additional Metadata","entries":[{"key":"dc:description","label":"Description","values":["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.","Submission published under a 24 month embargo labeled 'U of I Access', the embargo will last until 2021-08-01","The student, Xuanjun Gong, accepted the attached license on 2019-07-02 at 13:09.","The student, Xuanjun Gong, submitted this Thesis for approval on 2019-07-02 at 13:10.","This Thesis was approved for publication on 2019-07-03 at 16:44.","DSpace SAF Submission Ingestion Package generated from Vireo submission #14130 on 2019-11-26 at 13:04:20","Made available in DSpace on 2019-11-26T20:49:19Z (GMT). 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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.","Submission published under a 24 month embargo labeled 'U of I Access', the embargo will last until 2021-08-01","The student, Xuanjun Gong, accepted the attached license on 2019-07-02 at 13:09.","The student, Xuanjun Gong, submitted this Thesis for approval on 2019-07-02 at 13:10.","This Thesis was approved for publication on 2019-07-03 at 16:44.","DSpace SAF Submission Ingestion Package generated from Vireo submission #14130 on 2019-11-26 at 13:04:20","Made available in DSpace on 2019-11-26T20:49:19Z (GMT). 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