Advanced Search

Journal Navigation

Journal Home

Subscriptions

Archive

Contact Us

Table of Contents

Sign In to gain access to subscriptions and/or personal tools.
Communication Research
This Article
Right arrow Full Text (PDF)
Right arrow References
Right arrow Alert me when this article is cited
Right arrow Alert me if a correction is posted
Right arrow Citation Map
Services
Right arrow Email this article to a friend
Right arrow Similar articles in this journal
Right arrow Alert me to new issues of the journal
Right arrow Add to Saved Citations
Right arrow Download to citation manager
Right arrowRequest Permissions
Right arrow Request Reprints
Right arrow Add to My Marked Citations
Citing Articles
Right arrow Citing Articles via Google Scholar
Right arrow Citing Articles via Scopus
Google Scholar
Right arrow Articles by Young Mie Kim
Right arrow Search for Related Content
Social Bookmarking
Add to CiteULike   Add to Complore   Add to Connotea   Add to Del.icio.us   Add to Digg   Add to Reddit   Add to Technorati   Add to Twitter  
What's this?

How Intrinsic and Extrinsic Motivations Interact in Selectivity: Investigating the Moderating Effects of Situational Information Processing Goals in Issue Publics' Web Behavior

Young Mie Kim

The Ohio State University, Columbus

By employing a unique methodological tool that combines individual-level Web behavior data with survey data, this study explored the effects of two levels of motivations on online information selection and candidate evaluation in an actual election campaign: the moderating effects of situational information processing goals (i.e., extrinsic motivation) on the selectivity and candidate evaluation of members of issue publics (i.e., intrinsic motivation). The results suggest that both intrinsic and extrinsic motivations, and more importantly the interplay of the two, exert significant influences on online political information consumption and candidate evaluation. When the accuracy goal was promoted, issue publics extended their search beyond the issue domains of their personal concerns and considered diverse issues in candidate evaluation. However, an issue public's extremity in candidate evaluation was heightened, in that issue publics paid little attention to the implications of the information when the preservation goal was introduced. Implications for the field of communication are discussed.

Key Words: intrinsic motivation • issue publics • extrinsic motivation • selectivity • the Web

Communication Research, Vol. 34, No. 2, 185-211 (2007)
DOI: 10.1177/0093650206298069
Add to CiteULike CiteULike   Add to Complore Complore   Add to Connotea Connotea   Add to Del.icio.us Del.icio.us   Add to Digg Digg   Add to Reddit Reddit   Add to Technorati Technorati   Add to Twitter Twitter    What's this?