To probe the motivational roles of hedonic gratification and social gratification in giving “Like” feedback on social media, we developed a set of novel pictures to simulate WeChat Moments. We subsequently examined how the personality trait of extraversion and stimulus content characteristics influenced “Liking” behavior. A 2 × 3 × 2 -mixed experimental design was applied to data obtained from 56 WeChat Moments users. These participants included 28 individuals with the highest extraversion scale scores, and 28 individuals with the lowest (...) extraversion scale scores, according to the NEO Five-Factor Inventory. Briefly, participants observed pictures on an interface similar to that of WeChat Moments and were given the option to “Like” each picture. “Like” rates and response time were then compared across groups and conditions by applying a mixed-design analysis of variance. Pearson's correlation coefficients were calculated to explore relationships between the “Like” rates under each condition and the scores for each personality trait. Compared with the neutral pictures, the positive and negative pictures were “Liked” more and less frequently, respectively. Compared with the poster-unrelated pictures, the personally related pictures were “Liked” more frequently. In the extrovert group, the frequency of “Likes” given to unrelated negative content positively associated with neuroticism and negatively associated with conscientiousness. No correlations were observed in the introvert group. Compared with not giving “Like” feedback, participants gave “Likes” to positive and negative pictures more quickly and slowly, respectively.These results support the hypothesis that hedonic gratification and social gratification motivate “Like” feedback for positive content and personally related content, respectively. “Liking” behavior was not affected by extraversion, but was related to neuroticism and conscientiousness. Content-related differences in time intervals for giving “Like” feedback in this study suggest that people do not hesitate to give “Like” feedback to positive content on WeChat Moments, yet linger in deciding to give “Like” feedback to negative content. (shrink)

Zillmann's mood-management theory has acquired a prominent place in media psychology and makes reliable predictions about people's hedonistically motivated mood regulation via entertainment offerings. However, the full potential for explaining affect regulation through media usage has not been exhausted so far. Therefore, we aim at an integrative view of the field based on empirical findings from communication studies as well as on the background of contemporary theories of mood and emotion. The purpose of this analysis is to argue towards an (...) integrative theoretical perspective which considers both unconscious and conscious/reflected processes of affect regulation through media, supplements the hedonistic motive with other non-hedonistic, instrumental motives of affect regulation, looks at selection behavior as well as at other behavioral and cognitive strategies of affect regulation, and encompasses individual attributes. (shrink)

In this paper, involvement in fictional films is defined as a multidimensional construct consisting of qualitatively differing, interdependent modes of reception. Based on theoretical considerations that we developed further through successive questionnaire studies, we construct a four-factor-model with the latent factors Identity Work, In-Emotion, Imagination, and Production. We subsequently develop and validate a measurement instrument, the Modes of Reception Inventory, which assesses dominant modes of reception for fictional films. The psychometric properties and the construct validity of this scale are tested (...) using structural equation modeling. Finally, we discuss possible extensions and applications of modes of reception for audience research. (shrink)