The effects of explicitness of customization and level of choice on listener attitudes, behaviors and cognitions toward a customized music radio application Public Deposited

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Last Modified
  • March 22, 2019
Creator
  • Weber, Justin Lynn
    • Affiliation: Hussman School of Journalism and Media
Abstract
  • This thesis examines the effects of type of customization, specifically explicit and non-explicit customization, and level of choice on listener attitudes, behaviors, and cognitions. It attempts to make a modest contribution in this direction by examining decision-making and media effects when users encounter the interplay between the explicitness of the customization process and the number of choices offered in a customized radio application. It details the methods and results of an experiment (N=72) designed to examine the research questions. Results indicate that neither independent variable has significant effects user attitudes toward the application or willingness to pay for the application; however, there was a marginally significant main effect for level of choice on number of songs listened to. Theoretical and practical implications, limitations, and suggestions for future research are discussed.
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  • In Copyright
Note
  • "... in partial fulfillment of the requirements for the degree of Master of Arts in the School of Journalism and Mass Communication."
Advisor
  • Kalyanaraman, Sriram
Degree granting institution
  • University of North Carolina at Chapel Hill
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Place of publication
  • Chapel Hill, NC
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  • Open access
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