Abstract
Media multitasking persists because emotional gratifications are obtained even when cognitive needs remain unsatisfied — reconciling lab impairment findings with real-world adoption (Wang & Tchernev, 2012).
Wang, Z., & Tchernev, J. M. (2012). The “myth” of media multitasking: Reciprocal dynamics of media multitasking, personal needs, and gratifications. Journal of Communication, 62(3), 493–513. DOI
Key findings
- Reciprocal dynamics: — Panel analysis models feedback between multitasking, needs, and gratifications over four weeks.
- Cognitive need paradox: — Cognitive needs motivate multitasking yet remain unmet by multitasking behavior.
Application
When a student streams social video while studying — cognitive focus goals fail but mood regulation succeeds, explaining why Wang & Tchernev observe continued multitasking despite performance costs — open this cite for the study behind the move.