Implications of Cognitive and Affective Involvement for Channel Changing

In this study I focused on channel changing as an aspect of the selectivity dimension of audience activity, and explored the influence of cognitive involvement (attention to and mental engagement with a television program) and perceived affective reactions (positive and negative) on channel changing. Questionnaires were completed by 222 adult respondents who owned remote control devices. Pearson and partial correlations provided preliminary support for the study's hypotheses. LISREL analysis also revealed partial support. In general, the results point out that channel changing while watching a television program is both a reflection of lack of interest and an avoidance behavior. When viewers are not mentally engaged with the program, and are experiencing negative affective reactions to the content, channel changing increases. The discussion links the study's findings to selective exposure research and notes implications for media effects.