Access the full text.
Sign up today, get DeepDyve free for 14 days.
M. Prensky (2001)
Digital Natives, Digital Immigrants Part 1on The Horizon, 9
Leo Yeykelis, James Cummings, Byron Reeves (2014)
Multitasking on a Single Device: Arousal and the Frequency, Anticipation, and Prediction of Switching Between Media Content on a ComputerJournal of Communication, 64
Computers in Human Behaviour, 50
H. Robinson (2016)
Multiple media use, polychronicity and multitasking : a review of literature and proposed research directionsThe Marketing Review, 16
J. Pilotta, D. Schultz (2005)
Simultaneous Media Experience and SynesthesiaJournal of Advertising Research, 45
C. Scolari (2009)
Transmedia Storytelling: Implicit Consumers, Narrative Worlds, and Branding in Contemporary Media ProductionInternational Journal of Communication, 3
D. Cooper, Pamela Schindler (1980)
Business Research Methods
John Eighmey, Lola McCord (1998)
Adding Value in the Information Age: Uses and Gratifications of Sites on the World Wide WebJournal of Business Research, 41
Cornelius König, M. Waller (2010)
Time for Reflection: A Critical Examination of PolychronicityHuman Performance, 23
Allen Bluedorn, C. Kaufman, P. Lane (1992)
How many things do you like to do at once? An introduction to monochronic and polychronic timeThe Executive, 6
E. Hall (1959)
The Silent Language
David Palmer, F. Schoorman (1999)
Unpackaging the multiple aspects of time in polychronicityJournal of Managerial Psychology, 14
Elizabeth Poposki, F. Oswald (2010)
The Multitasking Preference Inventory: Toward an Improved Measure of Individual Differences in PolychronicityHuman Performance, 23
Ian Grant (2005)
Young Peoples' Relationships with Online Marketing Practices: An Intrusion Too Far?Journal of Marketing Management, 21
S. O'Donohoe (1994)
Advertising Uses and GratificationsEuropean Journal of Marketing, 28
Se-Hoon Jeong, M. Fishbein (2007)
Predictors of Multitasking with Media: Media Factors and Audience FactorsMedia Psychology, 10
Wenyu Dou, Guangping Wang, Nan Zhou (2006)
Generational and Regional Differences in Media Consumption Patterns of Chinese Generation X ConsumersJournal of Advertising, 35
S. Brasel, J. Gips (2011)
Media Multitasking Behavior: Concurrent Television and Computer UsageCyberpsychology, behavior and social networking, 14 9
A. Kononova, Yi-Hsuan Chiang (2015)
Why do we multitask with media? Predictors of media multitasking among Internet users in the United States and TaiwanComput. Hum. Behav., 50
Glenn Enoch, Kelly Johnson (2010)
Cracking the Cross-Media CodeJournal of Advertising Research, 50
D. Persing (1999)
Managing in polychronic times: Exploring individual creativity and performance in intellectually intensive venuesJournal of Managerial Psychology, 14
Larry Rosen, L. Carrier, Nancy Cheever (2013)
Facebook and texting made me do it: Media-induced task-switching while studyingComput. Hum. Behav., 29
Douglas Ferguson, E. Perse (2000)
The World Wide Web as a Functional Alternative to TelevisionJournal of Broadcasting & Electronic Media, 44
F. Bardhi, Andrew Rohm, F. Sultan (2010)
Tuning in and tuning out: media multitasking among young consumersJournal of Consumer Behaviour, 9
M. Miles, A. Huberman (1994)
Qualitative Data Analysis: An Expanded Sourcebook
Journal of Communication, 62
Lin Lin (2009)
Breadth-biased versus focused cognitive control in media multitasking behaviorsProceedings of the National Academy of Sciences, 106
C. Peters, Christie Amato, Candice Hollenbeck (2007)
An Exploratory Investigation of Consumers' Perceptions of Wireless AdvertisingJournal of Advertising, 36
Kraig Schell, Jeffrey Conte (2008)
Associations among polychronicity, goal orientation, and error orientationPersonality and Individual Differences, 44
Jatin Srivastava, M. Nakazawa, Yea-Wen Chen (2016)
Online, mixed, and offline media multitasking: Role of cultural, socio-demographic, and media factorsComput. Hum. Behav., 62
E. Katz, M. Gurevitch, Hadassah Haas (1973)
On the use of the mass media for important things.American Sociological Review, 38
R. Rettie, H. Robinson, Anja Radke, Xiajiao Ye (2008)
CAQDAS: a supplementary tool for qualitative market researchQualitative Market Research: An International Journal, 11
J. Webster, Thomas Ksiazek (2012)
The Dynamics of Audience Fragmentation: Public Attention in an Age of Digital MediaJournal of Communication, 62
L. Carrier, Larry Rosen, Nancy Cheever, A. Lim (2015)
Causes, effects, and practicalities of everyday multitaskingDevelopmental Review, 35
Allen Bluedorn (1998)
An Interview with Anthropologist Edward T. HallJournal of Management Inquiry, 7
Computers in Human Behaviour, 62
Yoori Hwang, HyoungJee Kim, Se-Hoon Jeong (2014)
Why do media users multitask?: Motives for general, medium-specific, and content-specific types of multitaskingComput. Hum. Behav., 36
Qualitative Market Research : A Comprehensive Guide
Brittany Duff, Gunwoo Yoon, Zongyuan Wang, George Anghelcev (2014)
Doing It All: An Exploratory Study of Predictors of Media MultitaskingJournal of Interactive Advertising, 14
L. Carrier, Nancy Cheever, Larry Rosen, S. Benitez, Jennifer Chang (2009)
Multitasking across generations: Multitasking choices and difficulty ratings in three generations of AmericansComput. Hum. Behav., 25
Jeffrey Conte, Jeremy Gintoft (2005)
Polychronicity, Big Five Personality Dimensions, and Sales PerformanceHuman Performance, 18
J. Ritchie, J. Lewis, C. Nicholls, R. Ormston (2013)
QUALITATIVE RESEARCH PRACTICE A GUIDE FOR SOCIAL SCIENCE STUDENTS AND RESEARCHERS
J. Pilotta, D. Schultz, Gary Drenik, P. Rist (2004)
Simultaneous media usage: a critical consumer orientation to media planningJournal of Consumer Behaviour, 3
Carolyn Lin (1996)
Standpoint: Looking back: The contribution of Blumler and Katz's uses of mass communication to communication researchJournal of Broadcasting & Electronic Media, 40
F. Oswald, D. Hambrick, L. Jones (2017)
Keeping All the Plates Spinning: Understanding and Predicting Multitasking Performance
Allen Bluedorn, Thomas Kalliath, M. Strube, Gregg Martin (1999)
Polychronicity and the Inventory of Polychronic Values (IPV): The development of an instrument to measure a fundamental dimension of organizational cultureJournal of Managerial Psychology, 14
M. Savin-Baden, Claire Major (2012)
Qualitative Research: The essential guide to theory and practice
L. Yardley (2000)
Dilemmas in qualitative health researchPsychology & Health, 15
PurposeThe purpose of this paper is to uncover the underlying motives for individuals’ polychronicity, the preference to multitask with media.Design/methodology/approachFor this exploratory study, a qualitative research design is chosen, using face-to-face in-depth interviews and triad groups. In total, 34 in-depth interviews are conducted in the UK, Germany and Australia, with four subsequent triads in the UK.FindingsThe underlying motives for individuals’ preference for multiple media use include eight dimensions: comfort with multitasking; multi-channel preference; effectiveness and efficiency; convenience; emotional gratification; information and knowledge; social benefits and assimilation.Research limitations/implicationsA non-probability sample of a specific sample group (Digital Natives) is used in this study and despite the reassurance provided by quality criteria and triangulation, generalisation from this study is problematic. Future research to validate the eight exposed dimensions would be valuable.Practical implicationsFor marketing communications and media channel planners, endeavouring to optimise clients’ budgets, the unique knowledge provided by the depth of understanding offered by the eight dimensions of polychronicity and their associated facets enables the development of relevant communication campaigns.Originality/valueThis paper presents a unique insight into individuals’ preference for multiple media use, uncovering the underlying dimensions of this behavioural phenomenon. Accordingly, this study makes a valuable contribution to knowledge in this emerging research domain.
Qualitative Market Research An International Journal – Emerald Publishing
Published: Sep 11, 2017
Read and print from thousands of top scholarly journals.
Already have an account? Log in
Bookmark this article. You can see your Bookmarks on your DeepDyve Library.
To save an article, log in first, or sign up for a DeepDyve account if you don’t already have one.
Copy and paste the desired citation format or use the link below to download a file formatted for EndNote
Access the full text.
Sign up today, get DeepDyve free for 14 days.
All DeepDyve websites use cookies to improve your online experience. They were placed on your computer when you launched this website. You can change your cookie settings through your browser.