Don't Distract Me When I'm Media Multitasking: Toward a Theory for Raising Advertising Recall and Recognition
Abstract
Media multitasking, such as using handheld devices like smartphones and tablets while watching TV, has become prevalent, but its effect on the recall and recognition of advertising has been the subject of limited academic research. We contend that the context in which multitasking takes place affects consumer memory for advertising delivered via the primary activity (e.g., watching television). Specifically, we identify the importance of the...
Paper Details
Title
Don't Distract Me When I'm Media Multitasking: Toward a Theory for Raising Advertising Recall and Recognition
Published Date
Feb 4, 2016
Journal
Volume
45
Issue
2
Pages
198 - 210
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