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• 3 Media choose

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• 3.2 LaRose

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• Neural origins of media habits

  
  

  The neurological role of habit is to protect individuals from being overwhelmed when processing information about routine activities. Certain cognitive and behavioral tasks are assigned to nonconscious, automatic processes so that attention may be focused on more relevant stimuli.

• A context-dependent theory of habits

  Context stability thus emerged as a defining characteristic

  of habits from this perspective, in which habitual behaviors are triggered

  by environmental cues.

• A goal-direct approach of habits

  habits as goal-directed, proposing that people initially engage in thoughtful behavior to obtain a goal but that the frequent association of a goal, the action that attains it, and the situation in which it occurs create a habit. Priming of the goal then activates the habit. Habits are thus cognitive structures.

• Four dimension of automaticy:

  Lack of awareness, attention, intentionality and controllability.
  They do not have to be present in the same ratio, you may score high on awareness but low on controllability, etc. 

• Stable circumstances in habits:

  Context stability > context triggers habit

  Goal stability > goal triggers habit

• 3.3 Sheets

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• SE/MMT assumptions (impulse)

  People make choices on impulse

  • Mood is a major determinant
  • Mood states are influenced by environment
  • Environments can be controlled
  • Media environments are very easy to control

• four key components of SET/MMT

  Excitatory homeostasis

  Intervention potential (distraction/absorption)

  Message behavioral-affinity (semantic)

  Hedonic valence

• Intervention potential of message

  Message's ability to attract our attention away from something else and hold it.

  
  

  In bad moods, we should seek high intervention potential (to change bad mood)

  In good moods, should seek low intervention potential (to perpetuate good mood)

• Hedonic affinity of message (valance)

  Similarity in positive/negative nature of a message

  • High hedonic affinity has low intervention potential (prolonges)
    
  • Low hedonic affinity has high intervention potential (change)
    

• Behavioral affinity of message (semantic)

  Similarity between content and life events

  • High message affinity has low intervention potential (prolonges)
    
  • Low message affinity has high intervention potential (Change)