...Helen R. Robinson Purpose The purpose of this paper is to uncover the underlying motives for individuals’ polychronicity, the preference to multitask with media. Design/methodology/approach For this exploratory study, a qualitative research design is chosen, using face-to-face in-depth...

... “potentiality‐for‐being”. Hermeneutic phenomenology is thus a philosophical resource offering appropriate spatio‐temporal images for people responding to media marketing's branded life‐styles. Design/methodology/approach Drawing upon authoritative academic resources, the paper proceeds from philosophical...