Habitual Media Selection and Involvement During Reception

• In Event: The Role of Habits in Media Selection: Theoretical and Methodological Challenges to Mass Communication

Abstract

Habitual media use is often said to be non-selective, with low utility and low involvement. This notion is challenged by results of a standardized online-survey (n=553): The self-report scale of habit strength (Verplanken & Orbell, 2003) on the selection of a television show correlated positively with involvement during reception of the respective show. Thus, habitual selection does not imply unconscious reception, but on the contrary leads to higher awareness towards the selected content. This underlines the importance for habit research to distinguish between the selection process and the following execution of behavior (reception phase). Whereas the selection might be less conscious and highly automatic, the following reception phase can still be involving and important for recipients. This differentiates media use from other behaviors, which has been targeted by habit research and which may be performed with little awareness and in similar ways every time (e.g. smoking, brushing your teeth).

Authors

• Teresa K. Naab, University of Augsburg

• Anna Schnauber, U Mainz