Gender Differences in Selective Media Use for Mood Management and Mood Adjustment

Abstract

Mood management theory has found empirical support but was challenged by gender-typed selections and exposure to negative content. These challenges are addressed with response style theory and the mood adjustment approach. A secondary data analysis and original experimental data serve to test hypotheses. As expected, after a mood-impacting experience, men tend to distract themselves with absorbing messages, whereas women tend to ruminate the experience and thus prefer messages with low absorption potential. When anticipating a mood-impacting activity, men tend to distract themselves right before it by selecting absorbing content, whereas women focus on it and prefer less absorbing messages.