Multiple media use, polychronicity and multitasking: A review of literature and proposed research directions

Robinson, Helen

doi:10.1362/146934716x14636478977476

Cited by 5 publications

(5 citation statements)

References 53 publications

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“…Moreover, the literature indicates that the behavioural phenomenon of multiple media use is determined through individuals’ preference for performing multiple tasks (Srivastava et al , 2016), known as polychronicity (Bluedorn et al , 1999; König and Waller, 2010). Consistently, the relevance of polychronicity is also emphasised in a recent conceptual paper by Robinson (2016), in agreement with emergent empirical work by Kononova and Chiang (2015).…”

Section: Introductionsupporting

confidence: 82%

“…Hence, it follows that the preference to behave should precede the behaviour itself, leading to the suggestion of a probable relationship between the two concepts. An evaluation of measures of polychronicity concludes that although a definition is now agreed upon, the extant measures are not acceptable for work in this domain (Robinson, 2016). Consistently, the next suggested phase of research concerns the development of a new scale for the measurement of polychronicity in the context of multiple media use; using the eight dimensions uncovered in this study (and their associated facets) for the development of scale items.…”

Section: Discussionmentioning

confidence: 99%

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Individuals’ preference for multiple media use – underlying motives

Robinson

2017

QMR

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Purpose The purpose of this paper is to uncover the underlying motives for individuals’ polychronicity, the preference to multitask with media. Design/methodology/approach For this exploratory study, a qualitative research design is chosen, using face-to-face in-depth interviews and triad groups. In total, 34 in-depth interviews are conducted in the UK, Germany and Australia, with four subsequent triads in the UK. Findings The underlying motives for individuals’ preference for multiple media use include eight dimensions: comfort with multitasking; multi-channel preference; effectiveness and efficiency; convenience; emotional gratification; information and knowledge; social benefits and assimilation. Research limitations/implications A non-probability sample of a specific sample group (Digital Natives) is used in this study and despite the reassurance provided by quality criteria and triangulation, generalisation from this study is problematic. Future research to validate the eight exposed dimensions would be valuable. Practical implications For marketing communications and media channel planners, endeavouring to optimise clients’ budgets, the unique knowledge provided by the depth of understanding offered by the eight dimensions of polychronicity and their associated facets enables the development of relevant communication campaigns. Originality/value This paper presents a unique insight into individuals’ preference for multiple media use, uncovering the underlying dimensions of this behavioural phenomenon. Accordingly, this study makes a valuable contribution to knowledge in this emerging research domain.

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Section: Introductionsupporting

confidence: 82%

Section: Discussionmentioning

confidence: 99%

Individuals’ preference for multiple media use – underlying motives

Robinson

2017

QMR

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“…In reconciling the concepts of polychronicity and multitasking in the context of multiple media use, the prior review of extant literature (Robinson, 2016) argues that these concepts are related;…”

Section: Limitations and Future Research Directionsmentioning

confidence: 99%

“…Furthermore, the literature reveals that the behavioural phenomenon of multiple media use is the result of individuals' preference for performing multiple tasks (Srivastava et al, 2016), known as polychronicity (for example, Bluedorn et al, 1999;Konig & Waller, 2010). The importance of polychronicity (the preference for multiple media use) is highlighted in recent work by Robinson (2016) and Kononova and Chiang (2015). Polychronicity and especially its measurement are the focal interest of this study; as it is questionable whether current measures are appropriate for the specific case of multiple media use.…”

Section: Introductionmentioning

confidence: 97%

The ‘Polychronicity - Multiple Media Use’ (P-MMU) scale: a multi-dimensional scale to measure polychronicity in the context of multiple media use

Robinson

Kalafatis

2017

Journal of Marketing Management

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Our paper details the development of a new multi-dimensional scale to measure polychronicity, 'the preference for multiple media use' (the P-MMU). Previous measures of polychronicity are predominantly developed for an organisational context, or do not reflect the complexity required for the measurement of the behavioural phenomenon of multiple media use, within the context of Integrated Marketing Communications (IMC). Scale development procedures follow a review of literature and prior qualitative study, uncovering motives for individuals' preference for multiple media use. The nine dimensional P-MMU scale demonstrates stability across two datasets, using a total sample of 317 Digital Natives. In the evolving research area of multiple media use, the P-MMU scale provides an appropriate measure for the study of this phenomenon. Contribution:The P-MMU scale is intended for use among academics; researching in the specific areas of marketing communications, advertising and multiple media use and also practitioners; attempting to improve the efficacy of communication campaigns on behalf of their clients. Our analysis provides evidence to demonstrate that this multi-dimensional measure of polychronicity is reliable and valid.Consistently, the paper contributes the new P-MMU scale and a notable contribution towards an increased understanding of polychronicity, the 'preference for multiple media use'.

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“…Polikronisiteyi inceleyen alan yazını taramalarından birisi Capdeferro vd., tarafından 2014 yılında yapılmıştır. Robinson, (2016) ise polikronisite kavramıyla, çoklu medya kullanımı, çoklu görev kavramlarını ilişkilendirecek bir alan yazını taraması çalışması yapmıştır. Bu çalışma ise daha bütüncül bir alan yazını taramasını içermektedir.…”

Section: Introductionunclassified

Polycronicity: A Systematic Literature Review

Sağbaş

Erdoğan

Başaran

2022

Abant Sosyal Bilimler Dergisi

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Bu çalışmanın amacı bireylerin aynı anda birden fazla görevi yerine getirmeyi tercih etmesini ifade eden “polikronisite” kavramına yönelik sistematik alan yazın incelemesi yapmaktır. Günümüz iş dünyasının girift yapısında çoklu görev yapabilen bireylere ihtiyaç giderek artmaktadır. Polikronisitenin etkilediği kavramların, sistematik içerik analizi yöntemiyle sıklıklarının tespit edilmesi ve bu tespitler doğrultusunda kavrama yönelik çıkarımlarda bulunarak literatüre katkı sağlamak hedeflenmektedir. Polikronisiteye yönelik sistematik içerik analiz yönteminin uygulandığı literatürde yapılan çalışmalarda herhangi bir çalışma tespit edilmemiştir. Araştırma sonucunda, polikronisitenin 32 farklı kavramı etkilediği tespit edilmiştir. Polikronisite çalışmalarının en fazla iş performansı ile etkisini incelemeye yönelik olduğu gözlemlenmiştir.

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Multiple media use, polychronicity and multitasking: A review of literature and proposed research directions

Abstract: In deciding which media to consume, individuals have

Cited by 5 publications

References 53 publications

Individuals’ preference for multiple media use – underlying motives

Individuals’ preference for multiple media use – underlying motives

The ‘Polychronicity - Multiple Media Use’ (P-MMU) scale: a multi-dimensional scale to measure polychronicity in the context of multiple media use

Polycronicity: A Systematic Literature Review

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