An exploration account of media multitasking: The exploration-exploitation model to explain media multitasking behavior
Gong, Xuanjun
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https://hdl.handle.net/2142/105776
Description
Title
An exploration account of media multitasking: The exploration-exploitation model to explain media multitasking behavior
Author(s)
Gong, Xuanjun
Issue Date
2019-07-03
Director of Research (if dissertation) or Advisor (if thesis)
Duff, Brittany
Department of Study
Advertising
Discipline
Advertising
Degree Granting Institution
University of Illinois at Urbana-Champaign
Degree Name
M.S.
Degree Level
Thesis
Keyword(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.
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