Byungho Park

Parsing the Resource Pie: Using STRTs to Measure Attention to Mediated Messages

This study directly tests the hypothesis that secondary task reaction time (STRTs) measured during television viewing index available resources rather than resources allocated by the viewer, resources required by the message, or resources remaining in the system. An initial test of the hypothesis did not support the theoretical interpretation of STRTs as either available or remaining resources. A subsequent secondary analysis introduced a new measure of television message complexity called information introduced. The stimuli were recoded using this measure and reanalyzed to test the same hypothesis. Results of the secondary analysis yielded a pattern of STRT responses supporting the prediction that STRTs are indexing available resources.

Cognition and Emotion in TV Message Processing: How Valence, Arousing Content, Structural Complexity, and Information Density Affect the Availability of Cognitive Resources

This paper examines whether emotional message content alters the effects of structural complexity and information density on available resources, measured by secondary task reaction times (STRTs), and message encoding, measured by audio recognition. In addition, hypotheses relating motivational activation and resource availability based on the motivational activation concepts of positivity offset (greater appetitive activation in a neutral environment) and negativity bias (faster aversive activation) influence are tested. Results replicate previous research supporting the contention that STRTs measure available resources. In addition, they show that the basic pattern of STRTs and recognition as a function of allocated and required resources is relatively consistent regardless of emotional content of the message. Emotion appears to function as a constant, increasing both resource allocation and resources required. Finally, these data provide some initial support for predicted relationships between motivational activation and resource allocation based on the constructs of positivity offset and negativity bias.

When Available Resources Become Negative Resources The Effects of Cognitive Overload on Memory Sensitivity and Criterion Bias

This study uses signal detection measures and secondary task reaction times (STRTs) to examine the effects of structural complexity and information density on processing television messages. Of particular interest are results pertaining to cognitive overload experienced while processing structurally complex and informationally dense messages. When required resources exceed available resources—that is, when a state of cognitive overload is reached—both memory sensitivity and criterion bias drop dramatically while STRTs get faster. The results provide support for the contention that secondary task reaction times are often very fast during highly complex messages because the system is overloaded and therefore resources are shifted from the primary task to the secondary task. Also of interest, the liberal shift in criterion bias starts before overload has occurred, suggesting that criterion bias may be tracking available resources.

Psychophysiology as a Tool for HCI Research: Promises and Pitfalls

Psychophysiology, an area of psychology that measures individuals physiological responses to refer to ones psychological state, can provide a set of useful measures HCI researchers can take advantage of. However, there are limitations to the method itself and room for misinterpretation. This paper introduces psychophysiology, and also shows how research methods psychophysiology offer can be used for HCI research, advantages and disadvantages of using research tools from psychophysiology.

Conceptualizing Audio Message Complexity as Available Processing Resources

This article describes and validates a human-centric measure of audio message complexity. Messages are coded in terms of the level of cognitive resources that would be automatically elicited and required to process the message. Indicators of automatic resources elicited come from counting the orienting eliciting audio content changes in radio messages (Acc). The indicator of resources required comes from counting the dimensions of audio information introduced (Aii) by these content changes. The combination produces an indicator of available resources that serves as the complexity variable. Messages high in available resources are low in complexity; messages low in available resources are high in complexity. Two experiments are presented exploring the empirical validity of the measures as both local (moment to moment) and global (message level) operationalizations of complexity. Results suggest the measures have high construct validity.

Testing the moderating role of need for cognition in smartphone adoption

While numerous studies have identified various cognitive and social factors affecting the adoption of new technologies and innovations, the role of individual differences has not yet received full research attention. In this study, we focused on the need for cognition (NFC; Cacioppo, J.T. and Petty, R.E., 1982. The need for cognition. Journal of Personality and Social Psychology, 42, 116–131) and examined the implications of this personality variable relative to smartphone use. The results based on the survey data (N=411) provided support for our hypotheses that NFC is an important motivational personality construct that distinguishes between adopters and non-adopters of smartphones. We also found that NFC moderates the linkages between instrumental beliefs, social influence factors, and behavioural intentions (BI). Specifically, perceived usefulness had a stronger effect on BI for high-NFC people, whereas perceived ease of use and subjective norms had stronger effects for low-NFC people. The findings reveal possible important variations in technology adoption and the role of NFC in governing these alternative decision-making processes. Implications for theory, product design, as well as for managers are discussed.

Application of Information Introduced to Dynamic Message Processing and Enjoyment

In an effort to quantify message complexity in such a way that predictions regarding the moment-to-moment cognitive and emotional processing of viewers would be made, Lang and her colleagues devised the coding system information introduced (or ii). This coding system quantifies the number of structural features that are known to consume cognitive resources and considers it in combination with the number of camera changes (cc) in the video, which supply additional cognitive resources owing to their elicitation of an orienting response. This study further validates ii using psychophysiological responses that index cognitive resource allocation and recognition memory. We also pose two novel hypotheses regarding the confluence of controlled and automatic processing and the effect of cognitive overload on enjoyment of messages. Thirty television advertisements were selected from a pool of 172 (all 20 s in length) based on their ii/cc ratio and ratings for their arousing content. Heart rate change over time showed significant deceleration (indicative of increased cognitive resource allocation) for messages with greater ii/cc ratios. Further, recognition memory worsened as ii/cc increased. It was also found that message complexity increases both automatic and controlled allocations to processing, and that the most complex messages may have created a state of cognitive overload, which was received as enjoyable by the participants in this television context.

Do I want to pay to download movies: Factors affecting acceptance of legal movie download services

Purpose The purpose of this study is to understand the nature and characteristics of legal movie download services and to explore the factors that influence user acceptance of the services. Design/methodology/approach The authors analyzed the three aspects (i.e. hedonic information systems, ethical and legal consideration and user characteristics) of legal movie download services and empirically examined how they affect the potential users’ behavioral intent to adopt the services based on the theory of reasoned action (TRA). An online survey of 142 respondents about a real legal movie download services, currently operated by a major online service provider, was conducted. Findings Perceived playfulness and perceived usefulness had statistically significant effects on attitude. The relationships between subjective norms and its influencers are validated for moral judgment as well as risk aversion. The influence of price consciousness and past experience on behavioral intent to adopt the service are both supported. In the TRA model, attitude and subjective norms had statistically significant influence on behavioral intent to adopt the services. Originality/value The authors contribute to extending the literature on online pirating behavior from the different perspective, i.e. adoption of new legal alternatives. The study shows that the specific boundary conditions, i.e. hedonic attribute of information systems and existence of illegal alternatives, would generate the different results from the theories and previous literature.

Improvement of Forecasting Accuracy Using a Two-Stage Multinomial Choice Model Based on Physiological Responses

This empirical paper compares the forecasting accuracy of a two-stage MNL model with that of an ordinary MNL model. The explanatory variables used in this study include individual choice set and physiological responses of the subject. Designed experiment was conducted to acquire the choice set and physiological data of the subject. Based on the estimation from the consideration stage, the proposed model estimated a choice set, and further forecasted the final choice of the subject using a two-stage MNL model. By calibrating the threshold value of the consideration stage in in-sample, the two-stage model can on average outperform the accuracy of an ordinary MNL model. We find evidence that (i) an explicitly-staged model using a choice set lead to better forecasts; and (ii) influential factors are different in each stage and they exhibit different effectiveness.