The Impact of Media Multitasking on the Cognitive and Attitudinal Responses to Television Commercials: The Moderating Role of Type of Advertising Appeal
Abstract
In two studies, we explored the effect of media multitasking on viewers' cognitive and attitudinal responses to television commercials and the moderating role of advertising appeals. The limited capacity theory of Lang (2000 Lang, Annie (2000), “The Limited Capacity Model of Mediated Message Processing,” Journal of Communication, 50 (1), 46–70.[Crossref], [Web of Science ®] , [Google Scholar]) that integrates both the motivational and cognitive...
Paper Details
Title
The Impact of Media Multitasking on the Cognitive and Attitudinal Responses to Television Commercials: The Moderating Role of Type of Advertising Appeal
Published Date
May 23, 2016
Journal
Volume
45
Issue
4
Pages
403 - 416
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