An exploration account of media multitasking: The exploration-exploitation model to explain media multitasking behavior

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.

Name thesis:degree_name

M.S.

Level thesis:degree_level

Thesis

Discipline thesis:degree_discipline

Advertising

Grantor

University of Illinois at Urbana-Champaign

Year dc:date

2019

Author dc:creator

• Gong, Xuanjun

Contributors dc:contributor

• Duff, Brittany

• Media Multitasking, Exploration-Exploitation Trade-off, Decision-making, Curiosity, Intrinsic Motivation

Statement dc:rights

• Copy right 2019 Xuanjun Gong

Language dc:language

en

Handle dc:identifier

http://hdl.handle.net/2142/105776

OAI identifier oai:identifier

oai:www.ideals.illinois.edu:2142/105776