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I pay the most attention to anecdotal reports of actual users ... such as the posts above about when people turn to specific media.
The subject is too squishy for a purely academic research approach. People are expecting physiology to deliver a ringing generalization that can become the new dogma. Typically a key variable is left out, to be rediscovered later for a new all-encompassing generalization.
Much better I say to observe behavior and get people to talk about their preferences.
When I was doing User Interface (UI) testing, we were always being surprised. Our precious theories were inevitably upended by real users.
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