Pawarat Nontasil

University of Bath

Kasetsart University

University of Bath

My PhD project, of which this study is one part, asks the question: “Why is social media compelling to many users?”, and tests the idea that part of the answer can be found in the way people remember episodes of Facebook interaction. In particular, the project tests the “peak-end rule”, the idea that the retrospective evaluation of an episode is determined by its peak and end emotional experience. We believe that such constructs have an important role to play in explaining the appeal of… Show more My PhD project, of which this study is one part, asks the question: “Why is social media compelling to many users?”, and tests the idea that part of the answer can be found in the way people remember episodes of Facebook interaction. In particular, the project tests the “peak-end rule”, the idea that the retrospective evaluation of an episode is determined by its peak and end emotional experience. We believe that such constructs have an important role to play in explaining the appeal of Facebook to its users. As well as the intensity of emotion, we are interested in the particular emotional labels that users choose to use to label content of Facebook news feed, and how these are related to the overall experience, and to memory for the experience. Show less

Chulalongkorn University

Mentor

Associated with Pawarat Nontasil