Resource-seeking and media choice process: A case of irrational decision making

Resource seeking is crucial for individual and organizational success only if it is effective in convincing the resource provider to offer the needed resource. Computer-mediated communication theories provide insight into an ideal match between media and communication tasks, but typically treat task as attainment of mutual understanding between communicating partners. Instead, we developed theoretical models for media perceptions and the subsequent media choice as a behavioral decision process considering the characteristics of the resource-seeking context. In an experiment with 119 participants, we found that face-to-face resource seeking is vastly more effective than an email request regardless of the level of closeness between communication partners, but requesters underestimate the difference between the two channels. A consecutive study with 121 participants revealed that this underestimation combined with the fear of embarrassment and awkwardness lead requesters to select the less effective channel (email). Our findings have practical implications, and contribute to media selection theories by calling for focus on the characteristics of the communication goal and the source of irrationality in media selection decisions.