RATIONAL AND SOCIAL THEORIES AS COMPLEMENTARY EXPLANATIONS OF COMMUNICATION MEDIA CHOICES: TWO POLICY-CAPTURING STUDIES.

1 December 1995

journal article
Published by Academy of Management in The Academy of Management Journal

Vol. 38 (6) , 1544-1572
https://doi.org/10.2307/256843

Abstract

Recent media choice research has focused on attempts to determine what theory best explains people's choices of communication media. Two within-subject policy-capturing studies support the notion that media richness and social influence theories are complementary rather than competing and that the relative importance of choice factors depends on the medium. A comparison of policy-capturing and survey findings points to policy capturing as a useful research methodology. Results also suggest that rational and social factors should be included in comprehensive models of media choice that address both traditional and new media.

Keywords

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