There is a longstanding belief amongst scholars of psychophysiology that activation is positively associated with attention. However, recent work on news avoidance suggests that activation from negative content is linked to decreased attention. The current study seeks to investigate these different expectations and suggests that both increased and decreased activation can be linked to both attention and avoidance. Using an experiment that employs skin conductance levels and heart rate to evaluate subjects’ media selection choices, the author finds that even as deactivation is most likely to precede the decision to turn away from content, roughly 30% of the time activation precedes turning away. These findings confirm prior conclusions from the psychophysiological communications literature, and in the news avoidance literature, but it also highlights the need for more nuanced expectations where activation and media selection are concerned.
