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Affective (in)attention: Using physiology to understand media selection.

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Psychophysiological activation influences attention and media avoidance. While deactivation often precedes avoidance, activation can also lead to turning away from content, suggesting complex relationships.

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Area of Science:

  • Psychophysiology
  • Media Psychology
  • Cognitive Neuroscience

Background:

  • Traditionally, psychophysiology links activation positively with attention.
  • Recent research on news avoidance indicates negative content activation may decrease attention.
  • Conflicting findings necessitate a re-evaluation of the activation-attention-avoidance relationship.

Purpose of the Study:

  • To investigate the divergent expectations of activation's role in attention and media avoidance.
  • To explore how both increased and decreased physiological activation relate to attention and avoidance behaviors.
  • To reconcile findings from psychophysiological and news avoidance literature.

Main Methods:

  • Experimental design utilizing psychophysiological measures.
  • Measurement of skin conductance levels (SCL) and heart rate (HR) to assess activation.
  • Analysis of subject media selection choices in response to stimuli.

Main Results:

  • Deactivation most frequently precedes the decision to avoid content.
  • Approximately 30% of the time, activation precedes the decision to turn away from content.
  • Findings indicate a complex interplay between physiological activation and media avoidance.

Conclusions:

  • Confirms previous findings in both psychophysiological communications and news avoidance literature.
  • Highlights the need for more nuanced models of activation and media selection.
  • Suggests that physiological responses can predict both attention and avoidance, but not always in a straightforward manner.