The Influence of Medium on Individual's Choices: A Study of 'Self-Consciousness' as Moderating Variable

摘要

Based on the review of past research papers, this article analyzes the functioning mechanism of accumulated points which are tightly connected with the choices of individual effort by two dimensions of "self-consciousness" (private self-consciousness, public self-consciousness). We advance related hypotheses and validate those hypotheses by survey samples. We draw the conclusion that medium maximization of previous researches needs to be rectified in groups of people with different levels of two dimensions of "self-consciousness" personalities. The "medium maximization" effect could be moderated by "private self-consciousness" and "public self-consciousness". Medium Maximization will be likely to befall those with lower level of private self-consciousness and those with higher level of public self-consciousness. Management significance and future research prospects have also been put forward.