This study addresses a research gap by examining the distinct cognitive and psychological effects of short-form video consumption, distinguishing it from general social media use and emphasizing the roles of rapid content switching and algorithm-driven personalization. The increasing prevalence of platforms such as TikTok, Instagram Reels, and YouTube Shorts has raised concerns about “brain rot,” operationalized in this study as attention fragmentation and emotional desensitization, and their potential impact on cognitive and psychological outcomes. A quantitative research design was employed, involving 185 senior high school and college students aged 18–24 years in the National Capital Region, Philippines. Data were collected using validated instruments, including the Mind-Wandering Questionnaire (MWQ), Emotion Regulation Questionnaire (ERQ), Difficulties in Emotion Regulation Scale (DERS), and Brief Self-Control Scale (BSCS), along with researcher-developed measures. Partial Least Squares Structural Equation Modeling (PLS-SEM) was used to examine direct, mediated, and moderated relationships. Results indicate that short-form video consumption is significantly associated with increased attention fragmentation and emotional desensitization. Attention fragmentation is positively associated with emotional regulation, while emotional desensitization is negatively associated with academic performance. Self-regulation moderates these relationships, while content type and algorithmic personalization influence the strength of the effects. Findings highlight the complex relationships between short-form video consumption and cognitive and psychological outcomes. The study proposes and validates a structural model explaining how short-form video consumption relates to student well-being, and provides insights for promoting balanced, mindful media use.

Keywords

Short-Form Videos, Cognitive Health, Attention Fragmentation, Emotional Desensitization, Self-Regulation