»Informational Utility«

The experiment examined factors that influence the selective exposure to media information. Earlier research has shown that dimensions of the informational utility model — magnitude of perceived consequences, perceived likelihood of their materialization, and perceived immediacy — govern selective news exposure. This approach is extended by the dimension of efficacy to predict the recipients’ selection of information. In an experimental procedure, two online newsmagazines with either positive or negative news only were presented. The 2x3x2 design varied efficacy (low vs. high), the established information utility dimensions (magnitude, likelihood, and immediacy) and the level of their intensity (low vs. high). Findings show that efficacy, as well as the established utility dimensions, foster the selection of news in recipients. The impacts of the dimensions is additive and applies to both positive and negative news.