Blink: Advertising in a Multi-Media Environment: An Abstract

Published on Jun 27, 2018
· DOI :10.1007/978-3-030-02568-7_2
Federica Furlan (Boston Consulting Group), Douglas C. West24
Estimated H-index: 24
('KCL': King's College London)
+ 1 AuthorsAgnes Nairn (UoB: University of Bristol)
Source
Abstract
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 is a common trait among consumers where an individuals’ time allocation may be distributed along a continuum between monochronicism and polychronicism (Bluedorn et al. 1992). The extant literature suggests certain negative impacts of media multi-tasking; however there is limited research on how individuals experience media multi-tasking and its effect on advertising effectiveness. We propose to explore (a) attention fragmentation and extent of attention switching (visual attention) and (b) whether media multi-tasking impairs information processing, comprehension, and retention. Further, inclusion of factors (message length, type of appeal, audience, and features of the medium) that may affect the relationship between media multi-tasking and the dependent variables enriches the study.
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