Werner Wirth

A Process Model of the Formation of Spatial Presence Experiences

In order to bridge interdisciplinary differences in Presence research and to establish connections between Presence and “older” concepts of psychology and communication, a theoretical model of the formation of Spatial Presence is proposed. It is applicable to the exposure to different media and intended to unify the existing efforts to develop a theory of Presence. The model includes assumptions about attention allocation, mental models, and involvement, and considers the role of media factors and user characteristics as well, thus incorporating much previous work. It is argued that a commonly accepted model of Spatial Presence is the only solution to secure further progress within the international, interdisciplinary and multiple-paradigm community of Presence research.

More than meets the eye

A growing research literature suggests that visual brand placements need not be recalled in order to have an impact on brand attitudes. In an experimental study working with an authentic television broadcast, the authors investigated the influence of frequency of placement exposure, viewers’ involvement and viewers’ persuasion knowledge on the attitudes towards the brand and brand recall. Results clearly indicate a mere exposure effect. A frequently presented brand placement can have a positive effect on brand evaluations although viewers do not recall the brand. However, this effect can only be found when there is a high involvement in the programme and low persuasion knowledge. In contrast, when persuasion knowledge is high and involvement is low, frequently presented placements lead to a deterioration of brand attitudes.

An Integrative Model of Mobile Phone Appropriation

The evolution of mobile communication devices and services has taken up a dynamic that makes any prognosis in the field almost impossible. Whereas part of this dynamic may remain inscrutable, we believe that a much higher degree of explanation can be achieved by systematically paying closer attention to the process of appropriation. To seize upon this potential, we present an integrative model to analyze mobile phone appropriation (the “MPA model”). The model is based on existing theoretical approaches of the quantitative “adoption” paradigm (namely, Innovation Diffusion Theory and Theory of Planned Behavior) as well as the mostly qualitative research paradigm devoted to “appropriation” (Cultural studies and Frame Analysis), with the Uses-and-Gratifications approach playing a role on both sides. The model has been developed, operationalized and empirically applied in the context of mobile phone appropriation; however, with certain modifications it can be adapted to other information and communications technology (ICT) innovations. Resume An Integrative Model of Mobile Phone Appropriation The evolution of mobile communication devices and services has taken up a dynamic that makes any prognosis in the field almost impossible. Whereas part of this dynamic may remain inscrutable, we believe that a much higher degree of explanation can be achieved by systematically paying closer attention to the process of appropriation. To seize upon this potential, we present an integrative model to analyze mobile phone appropriation (the “MPA model”). The model is based on existing theoretical approaches of the quantitative “adoption” paradigm (namely, Innovation Diffusion Theory and Theory of Planned Behavior) as well as the mostly qualitative research paradigm devoted to “appropriation” (Cultural studies and Frame Analysis), with the Uses-and-Gratifications approach playing a role on both sides. The model has been developed, operationalized and empirically applied in the context of mobile phone appropriation; however, with certain modifications it can be adapted to other information and communications technology (ICT) innovations. ZhaiYao

Heuristic and Systematic Use of Search Engines

It is becoming increasingly important to understand in greater detail how people process information and make decisions while searching on the World Wide Web. With the distinction between systematic and heuristic processing, dual-process theories and decision theory provide a useful framework for analyzing this decision-making. A laboratory quasi-experiment was conducted, combining a client-oriented Web content analysis, think aloud technique, and an online questionnaire. From the data obtained, two different search sequence levels were created and analyzed. The results show that within these sequences, different degrees of heuristic and systematic processing occurred, depending on the situational demands as well as the Web experience and the domain specific involvement of the user.

Value Resonance and Value Framing Effects on Voting Intentions in Direct-Democratic Campaigns

This study offers insights into how news media frames interact with existing value orientations in shaping voter preferences. It is assumed that a framing effect should be more pronounced when frames in the news resonate with people’s existing value predispositions. These assumptions were tested in a real-world setting of a political campaign dealing with the issue of naturalization of immigrants. Based on a data set in which the data of a two-wave panel survey were matched with content analytic data, the present research demonstrated frame-resonance effects for news reporting about the pro campaign. That is, framing the issue in terms of the notion that people should have the final say in naturalization procedures shaped voting preferences only for voters whose basic values of social order, tradition, and security (high authoritarians) were touched. In contrast, a main effect of the opponents’ framing in the news on voting preferences was found. Thus, the majority followed the framing of the opponents who put emphasis on a fair and pragmatic solution of the naturalization issue.

Navigating the Internet A Study of German-Language Search Engines

This article explores the market position, quality and typical usage of German-language search engines. The use of search engines is a common Internet activity - 91 percent of Internet users employ search engines. As search engines occupy the role of gatekeepers in the information jungle of the Internet, a monopoly like Google’s (76 percent market share) is problematic in several respects. Invalid results, access to websites with inappropriate content for the young user or users’ ignorance concerning the technical and economic functionality of search engines represent further problems. To analyse these problems, the study reported here comprised three steps: a comparison of search engine performance, a representative poll among German Internet users and a laboratory experiment. It was found that users have only the basic skills required to use search engines; this is exacerbated by search engines’ lack of transparency. Manipulations (spamming) of results and a poor separation of neutral and sponsored hits add to a deficiency in user friendliness.

Testing a Universal Tool for Measuring Parasocial Interactions Across Different Situations and Media

Although research on parasocial interactions (PSI) has over 50 years of tradition, it provides a heterogeneous status of measurements and findings. The challenge for present and future PSI research is to provide measurement standards that are generated, confirmed, and validated across several studies. The present contribution tries to take a first step in this direction by exploring PSI with (1) nonmediated fictional characters (theater), (2) mediated fictional characters (soaps), and (3) mediated nonfictional characters (quiz shows). All three studies are based on the same theory (Two-Level Model of PSI) and on parts of the same corresponding measurement tool (PSI-Process Scales). All in all, the PSI-Process Scales show high usability in all three contexts, with the option to select PSI dimensions and items with respect to the study’s focus. Even in a theater play, the PSI-Process Scales could be applied without any problems and without any changes in the item wordings. The results of the three studies o...

I See What You Don't See

Individual differences in field dependence-independence are an integral factor for the perception of product placements. This is because field-independent individuals are better able to separate a stimulus from its embedding context; thus, they can more easily recognize a placement in a complex audiovisual field. In two experiments working with authentic audiovisual stimuli, we varied the appearance of placements and measured the field dependence of our participants. The results of Study 1 demonstrate that field-independent individuals show a higher placement recall than field-dependent individuals. Besides replicating the findings of Study 1, Study 2 shows that field-dependent individuals like the embedded brand more than field-independent individuals. The results speak to the importance of individual difference variables for product placement research.

Toward Improving the Validity and Reliability of Media Information Processing Measures in Surveys

Measuring media information processing strategies is of great value to the study of media effects in the field. However, researchers have raised concerns about the reliability and construct validity of previously used scales. Therefore, the aim of the present study is to make a methodological contribution by developing a standardized scale for measuring heuristic and systematic information processing. Based on existing research, we tested our measures of media information processing in three independent surveys. Results demonstrate the psychometric properties of the scale and its construct validity with respect to related constructs.

A case for an integrative view on affect regulation through media usage

Abstract Zillmanns mood-management theory (Zillmann, 1988) has acquired a prominent place in media psychology and makes reliable predictions about peoples hedonistically motivated mood regulation via entertainment offerings. However, the full potential for explaining affect regulation through media usage has not been exhausted so far. Therefore, we aim at an integrative view of the field based on empirical findings from communication studies as well as on the background of contemporary theories of mood (regulation) and emotion (regulation). The purpose of this analysis is to argue towards an integrative theoretical perspective which considers both unconscious and conscious/reflected processes of affect regulation through media, supplements the hedonistic motive with other non-hedonistic, instrumental motives of affect regulation, looks at selection behavior as well as at other behavioral and cognitive strategies of affect regulation, and encompasses individual attributes (particularly those with affinity to affects).