Medienwahl

Why do people use the media? Which cognitive processes determine media choice and what other factors are involved in people’s decisions to turn to one or another form of media content? How can we measure both conscious and unconscious decisions to use certain kinds of media content? This comprehensive volume aims to answer such questions. A total of ten chapters address both theoretical and methodological issues in the field of media use research, report on empirical studies about the causes and effects of media choices, and present methodological innovations. The first part of the book examines the question of automaticity in media selection from the perspective of decision research. The second part focuses on methodological innovations in media selection research (e.g., applying conjoint analysis in order to study media selection). Such innovations are undoubtedly useful in an ever-changing media environment. Finally, the third part of the volume examines social and cultural determinants of media use and the effect of emotions on media selection.