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Mood Management in the Context of Selective Exposure Theory

In this chapter, the hedonistic premise of mood-management theory is examined and expanded to account for seemingly nonhedonistic choices of media content. Counterhedonistic message selection is considered in the context of selective-exposure theory. Informational utility is invoked as a choice-driving force that complements content selection. The confounded operation of hedonistic and informational choice determinants is detailed for various domains of communication. In particular, it is proposed that hedonistic motivation, as articulated in mood-management theory, dominates spontaneous entertainment choices, with nonhedonistic considerations being complementary to choice determination. The choice of educational and informational media content, in contrast, is thought to be dominated by considerations of informational utility, but also to entail noninformational anticipations. The integration of these and related choice determinants is emphasized for the development of comprehensive theories of selective exposure.