How intrinsic and extrinsic motivations interact in selectivity - Investigating the moderating effects of situational information processing goals in issue publics' Web behavior

By employing a unique methodological tool that combines individual-level Web behavior data with survey data, this study explored the effects of two levels of motivations on online information selection and candidate evaluation in an actual election campaign: the moderating effects of situational information processing goals (i.e., extrinsic motivation) on the selectivity and candidate evaluation of members of issue publics (i.e., intrinsic motivation). The results suggest that both intrinsic and extrinsic motivations, and more importantly the interplay of the two, exert significant influences on online political information consumption and candidate evaluation. When the accuracy goal was promoted, issue publics extended their search beyond the issue domains of their personal concerns and considered diverse issues in candidate evaluation. However, an issue public's extremity in candidate evaluation was heightened, in that issue publics paid little attention to the implications of the information when the preservation goal was introduced. Implications for the field of communication are discussed.