Implicit Measurement of Media Habits: Refinement and Validation of the Response-Frequency Measure of Media Habit

• In Event: Methodological Innovations in Mass Communication Research

Abstract

Recently, an implicit measure of media habits, the Response-Frequency Measure of Media Habit (RFMMH), was introduced to communication research. Unlike most measures of habits, it does not rely on retrospective self-reports, but focuses on the script-based character of habits. Participants are presented with several media use situations and are asked to choose under time pressure the media device they would use in each situation. The more often a media device is chosen the stronger the cognitive script to use this device and the stronger the general habit is assumed to be. After the encouraging results of a first validation study with a student sample, the present paper demonstrates that the RFMMH is applicable to a general population sample as well. Furthermore, the ideal amount of time pressure for a heterogeneous sample is evaluated and fixed at 5 s.

Authors

• Anna Schnauber, U Mainz

• Teresa K. Naab, University of Augsburg