Individual Media Consumption Style Questionnaire Test
Understand how you engage with media, manage attention, and think critically in about 11 minutes. Get clear insights to improve media habits, personalize learning, and sharpen team communication.
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08:30
Scale Explorer
How the Scales are Structured
DATA-BASED USER COHORTS
Who Usually Takes This Test?
BASED ON AGGREGATED, ANONYMIZED DATA FROM TENS OF THOUSANDS OF FREUDLY USERS.
RESULTS YOU CAN ACTUALLY USE
Benchmarking
See How You Compare
Once you complete the test, your results are compared with real-world data from people in your country.
Below is a preview of how scores are typically distributed across each scale.
Below is a preview of how scores are typically distributed across each scale.
Search Efficiency, EPI (SEE)
Average
-0.7
Normal range
-9 — 7.7
min.
-30
max.
30
Majority
This curve shows how scores are typically distributed.
Once you complete the test, your result will appear on the scale so you can see how you compare.
Once you complete the test, your result will appear on the scale so you can see how you compare.
Reflective Criticality, PCM (RCP)
Average
-14.6
Normal range
-24.6 — -4.6
min.
-30
max.
30
Majority
This curve shows how scores are typically distributed.
Once you complete the test, your result will appear on the scale so you can see how you compare.
Once you complete the test, your result will appear on the scale so you can see how you compare.
Willpower Control, WPC (WCW)
Average
-5.4
Normal range
-14.3 — 3.4
min.
-30
max.
30
Majority
This curve shows how scores are typically distributed.
Once you complete the test, your result will appear on the scale so you can see how you compare.
Once you complete the test, your result will appear on the scale so you can see how you compare.
Emotional-cognitive engagement, ECE (EeE)
Average
-1.4
Normal range
-12.5 — 9.8
min.
-30
max.
30
Majority
This curve shows how scores are typically distributed.
Once you complete the test, your result will appear on the scale so you can see how you compare.
Once you complete the test, your result will appear on the scale so you can see how you compare.
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CLEAR ANSWERS TO COMMON QUESTIONS
Frequently Asked Questions
What does this questionnaire measure?
It measures patterns in how media information is attended to, regulated, evaluated, and searched. Scores summarize emotional-cognitive involvement, volitional control, reflective criticality, and effectiveness of information search.
How long does it take and how many items are included?
Completion typically takes about 11 minutes. The questionnaire includes 60 items.
How should responses be selected?
Select the option that best reflects typical behavior rather than an unusual day. Answer all items using the same time frame unless an item states otherwise.
What is meant by volitional control in media use?
It refers to regulation of time, attention, and switching while using media. It reflects the ability to stop, prioritize, and limit distractions.
How should results be interpreted and used?
Results describe tendencies and are not a diagnosis or a measure of intelligence. They may be used to guide media literacy support, learning strategies, and communication planning.
WHAT THE TEST MEASURES
About This Assessment
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Individual Media Consumption Style Questionnaire Test - Symptoms and Signs
The measure assesses individual differences in engagement with and self-regulation of media use. The Individual Media Consumption Style Questionnaire is a self-report inventory developed by E. S. Greenberg, J. B. Rubin, and A. M. Rubin.
It includes 60 items and typically takes about 11 minutes to complete. Item content is intended to characterize how a person experiences media content, manages attention and time in media contexts, and approaches information in a reflective and critical manner, including perceived effectiveness in locating needed information.
Scores from the Individual Media Consumption Style Questionnaire may be used to summarize patterns of media-related involvement, control, and evaluation for clinical or research purposes, with interpretation guided by the intended assessment context and other available data.
Author: A. M. Rubin, E. S. Greenberg, J. B. Rubin
Literature: Rubin, A. M. Uses-and-gratifications perspective on media effects. In J. Bryant & D. Zillmann (Eds.), Media effects: Advances in theory and research. Lawrence Erlbaum Associates. 2002.; Livingstone, S., & Helsper, E. J. Taking risks when communicating on the internet: The role of offline social-psychological factors in young people’s vulnerability to online risks. Information, Communication & Society. 2007.
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