Browsing in Disequilibrium: How Media Behaviors are Influenced by Excess and Deficit

Abstract

The widespread use of smartphones has made it easier to browse the internet and consume various forms of media, including videos and advertisements. This study aimed to investigate the effects of restricting video access while increasing exposure to advertisements. Specifically, we examined whether participants would watch fewer videos when exposed to more advertisements and whether they would tolerate more ads to gain additional video-watching time. We recruited four students from Salem State University to participate in an experiment designed to manipulate their video and advertisement viewing behavior. Baseline levels of advertisement and video viewing behaviors were measured to create two conditions of disequilibrium: Deficit and Excess. Deficit conditions restricted access to videos while Excess conditions bombarded participants with more advertisements than they viewed during baseline. The results demonstrated that disequilibrium could alter participants' media consumption habits by increasing or decreasing time spent watching advertisements and videos. The current study also examined the nature of “browsing” during disequilibrium. Noncontingent browsing was available to determine whether or not participants would engage in this alternative behavior during disequilibrium conditions. Lastly, the current study highlights the ethical implications of disequilibrium, as companies could potentially exploit it for profit.