Mood Management Theory

Abstract

Mood management theory belongs to a larger group of theoretical approaches that address selective exposure to media content. The theory posits that media choice is a function of the current affective state of media users and follows the principle of mood optimization. While the existing empirical evidence provides substantial support for the general notion that selective exposure to media content varies as a function of the situational affective state, research also suggests that media choice does not always follow the dictate of immediate mood optimization. A number of theoretical extensions have been introduced to account for the mixed empirical evidence concerning the specific predictions of mood management theory and to explain seemingly counterhedonistic forms of media exposure.