Rationality, Experientiality, and Media Behavior: A Dual-Process Approach to Media Use and Appreciation


Date: January 1, 1970
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The present studies investigated the relationships between individuals’ thinking styles (rational-analytical and intuitive-experiential, as defined by cognitive-experiential self-theory of personality; Epstein, 2003) and their reported media preferences. It is assumed that individual differences in humans’ ability to employ these thinking modes, as well as in their favorability towards the use of these modes, are related (a) to the self-reported use of media types, (b) to the self-reported use of television genres and print/online news sections, as well as (c) to the importance assigned to media types and media content characteristics. A paper-and-pencil based questionnaire study with 379 respondents was conducted to test these assumptions. The findings basically support these assumptions; particularly rational favorability was significantly correlated with half of all media use and media importance item


Publisher: Paper presented at the annual meeting of the International Communication Association, TBA, Montreal, Quebec, Canada, May 21, 2008
Year of Publication: 2008

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