ABSTRACT The purpose of this paper is twofold: First, it tests how the Motivation Activation Measure [MAM; Lang, A., Bradley, S. D., Sparks Jr, J. V., & Lee, S. (2007). The motivation activation measure (MAM): How well does MAM predict individual differences in physiological indicators of appetitive and aversive activation? Communication Methods and Measures, 1(2), 113–136] applies in a non-American (i.e. Asian) context, in order to provide evidence for the universality asserted through its theoretical underpinnings as an indicator of biologically based motivation systems. It thus investigates cross-cultural variation in the MAM scores and the associations with established measures of theoretically related personality factors. Second, the paper examines how individual differences in motivational system responsiveness correlate with media use and interests in an Asian culture. Eight hundred sixty-five respondents completed MAM, personality measures and self-reported media preference in an online survey. Findings indicate that the MAM values recorded in the Asian sample associate with the measures of theoretically related human traits as expected, and had a similar pattern of scores with those found in American samples. Moreover, results suggest that audience interests in different types of media can be predicted through their variation in motivation systems activation.

中文翻译：

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新加坡的动机激活措施和媒体使用：跨文化稳定性

摘要 本文的目的有两个：首先，它测试了动机激活度量 [MAM; Lang, A., Bradley, SD, Sparks Jr, JV, & Lee, S. (2007)。动机激活测量 (MAM)：MAM 对食欲和厌恶激活生理指标的个体差异预测效果如何？Communication Methods and Measures, 1(2), 113–136] 适用于非美国（即亚洲）背景，以便为通过其理论基础断言的普遍性提供证据，作为基于生物学的动机系统的指标。因此，它调查了 MAM 分数的跨文化变异以及与理论上相关的人格因素的既定措施的关联。第二，该论文研究了激励系统响应能力的个体差异如何与亚洲文化中的媒体使用和兴趣相关联。865 名受访者在一项在线调查中完成了 MAM、个性测量和自我报告的媒体偏好。结果表明，亚洲样本中记录的 MAM 值与预期的理论上相关的人类特征的测量相关联，并且与美国样本中发现的分数模式相似。此外，结果表明，可以通过动机系统激活的变化来预测受众对不同类型媒体的兴趣。结果表明，亚洲样本中记录的 MAM 值与预期的理论上相关的人类特征的测量相关，并且与美国样本中发现的分数模式相似。此外，结果表明，可以通过动机系统激活的变化来预测受众对不同类型媒体的兴趣。结果表明，亚洲样本中记录的 MAM 值与预期的理论上相关的人类特征的测量相关，并且与美国样本中发现的分数模式相似。此外，结果表明，可以通过动机系统激活的变化来预测受众对不同类型媒体的兴趣。