Hui-Hsin Huang - Department of Advertising &Public Relations, Fu Jen Catholic University, New Taipei City, Taiwan

Media multitasking is an increasing phenomenon in our daily lives and has accumulated considerable research in recent years. This article is based on dual motivational systems and motivation conflict theories to explore the best volume of media multitasking on its primary working efficiency and emotional gratification. A stochastic model of task performance and volumes by combining motivation conflict normal distribution model is proposed. The empirical data is conducted for parameters estimation and model calibration. Finally, the conclusion is useful and helpful for future applications.

media multitasking, motivation conflict, Dual Motivational Systems, Emotional Gratification