The Effects of Explicitness of Customization and Level of Choice on Listener Attitudes, Behaviors and Cognitions Toward a Customized Music Radio Application
by Weber, Justin Lynn, M.A., THE UNIVERSITY OF NORTH CAROLINA AT CHAPEL HILL, 2011, 85 pages; 1500769

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.

 
AdviserSriram Kalyanaraman
SchoolTHE UNIVERSITY OF NORTH CAROLINA AT CHAPEL HILL
SourceMAI/ 50-02, p. , Nov 2011
Source TypeThesis
SubjectsCommunication; Web studies; Mass communication
Publication Number1500769
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