Federica Furlan
Boston Consulting Group
TraitAdvertisingPsychologyDigital mediaTime allocationVariablesMessage lengthAttention switchingComprehensionInformation processing
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#4Agnes Nairn (UoB: University of Bristol)H-Index: 18
The exponential growth in digital media has led audiences to shift their attention to a variety of media and information sources, i.e. consumers increasingly engage in a multiscreen experience, and media multi-tasking has started to represent the norm (Bardhi et al. 2010; Holmes et al. 2005). Media multi-tasking is defined as “the consumption of two or more commercial media vehicles or content” (Bardhi et al. 2010), either sequentially (monochronic) or simultaneously (polychronic). Multi-tasking...
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