IMPLICATIONS OF COGNITIVE AND AFFECTIVE INVOLVEMENT FOR CHANNEL CHANGING

In this study I focused on channel changing as an aspect of the select ivity dimension of audience activity, and explored the influence of co gnitive involvement (attention to and mental engagement with a televis ion program) and perceived affective reactions (positive and negative) on channel changing. Questionnaires were completed by 222 adult respo ndents who owned remote control devices. Pearson and partial correlati ons provided preliminary support for the study's hypotheses. LISREL an alysis also revealed partial support. In general, the results point ou t that channel changing while watching a television program is both a reflection of lack of interest and an avoidance behavior. When viewers are not mentally engaged with the program, and are experiencing negat ive affective reactions to the content, channel changing increases. Th e discussion links the study's findings to selective exposure research and notes implications for media effects.