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Predictors of Multitasking with Media: Media Factors and Audience Factors

In Psychology on March 8, 2008 at 2:55 am
2007, Vol. 10, No. 3, Pages 364-384
(doi:10.1080/15213260701532948)

 

Predictors of Multitasking with Media: Media Factors and Audience Factors

 

Se-Hoon Jeong

University of Pennsylvania

Martin Fishbein

University of Pennsylvania

 

In this research, multitasking with media is defined as an audience behavior that combines media use with another non-media activity. This study examines (a) the prevalence and patterns of multitasking among 14- to 16-year-olds and (b) the media and audience factors that predict such behavior. Consistent with previous research, this study found that youth frequently multitask with media. Both (a) ownership of media in bedrooms as a media factor and (b) sensation seeking as an audience factor were found to be significant predictors of multitasking with media. The theoretical and practical implications of the study are further discussed.

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