Habitual initiation of media use and a response-frequency measure for its examination

When measuring media habits, most scholars rely on retrospective self-reports about behavioral frequency, context stability, or automaticity of the performance. This article develops a new implicit measurement for media research to complement existing approaches, which focuses on measuring the initiation of general, goal-related habits. In the response-frequency measure of media habit (RFMMH), participants are presented with several media use goals and are asked to choose quickly and without deliberation which media device (television set, radio set, newspaper, computer, mobile device) they would use. The more often a media device is chosen, the stronger the mental script to choose this device should be and the stronger the habit is assumed to be. The results of a validation study confirm that the RFMMH correlates positively with other habit measures. This suggests that the RFMMH may add a valuable instrument to habit research.