A general framework to analyze communication media choice behavior in the university setting is proposed which integrates a stated preference experimental design procedure into a discrete choice modeling framework. The framework is empirically tested using hypothetical choice experiments in which traditional mail, courier mail, telephone, facsimile, and electronic mail services were choice options to carry out information communication tasks. For this purpose face‐to‐face interviews were conducted in six universities in Austria and Switzerland. The choice modeling approach developed emphasizes the influence of communication context specific characteristics, individual and organizational characteristics of the communication initiator as well as the individual's perceptions and feelings about the communication media on the formation of preferences. Empirical results are presented using stated preference models of communication media choice behavior for a series of communication situations. Specific emphasis is laid on cross‐national differences in choice behavior.
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