Uncertainty, selective exposure, and message efficacy effects during life transitions

ABSTRACT

Drawing on informational utility, uncertainty management, and self-efficacy models, predictions were developed about how individuals select media messages when faced with the transition from college to postcollege life. Predictions were also made concerning how message exposure influences self-efficacy and behavior. Participants filled out a questionnaire and then browsed a university blog that contained alumni posts about transition success (high-efficacy messages) or failure (low-efficacy messages) in a variety of life domains, including the target domain, romance. Browsing was unobtrusively measured through hyperlink tracking. Results indicate that selective exposure to low-efficacy romance messages was predicted by romance outcome expectancies; romance uncertainty discrepancy had an indirect effect on selective exposure through outcome expectancies and self-efficacy’s impact on outcome expectancies. Thus, outcome expectancies and self-efficacy should be considered when predicting exposure to high- versus low-efficacy messages during a life transition.

Acknowledgments

I acknowledge and thank Dr. Silvia Knobloch-Westerwick for her invaluable help with creating the alumni blog site used in this study.

Disclosure statement

No potential conflict of interest was reported by the author.