The influence of media multitasking on advertising effectiveness

Published on Sep 4, 2019
路 DOI :10.1007/S13162-019-00155-7
Marion Garaus9
Estimated H-index: 9
(MODUL University Vienna)
Sources
Abstract
Recent years have seen an increasing trend among consumers toward using two or more media simultaneously, a phenomenon known as media multitasking. The majority of the extant literature agrees that media multitasking has detrimental effects on advertising effectiveness. However, opportunities exist for reducing these negative effects or even creating effects favorable to advertising outcomes. Nevertheless, the literature on media multitasking during advertising exposure is highly fragmented and findings are inconclusive. This literature review synthesizes the extant studies on message processing in media multitasking situations. It develops a comprehensive conceptual framework on the effects of media multitasking on advertising effectiveness, with particular attention to mediating processes and moderating variables. The conceptual model explains the circumstances under which individuals devote voluntary or involuntary attention to advertisements during media multitasking, advances knowledge on the role of different sensory modalities, and reveals how the two types of information processing complement each other during simultaneous media usage.
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References95
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#1Yoori Hwang (Myongji University)H-Index: 17
#2Se-Hoon Jeong (RMIT: RMIT University)H-Index: 19
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#1S. Adam Brasel (BC: Boston College)H-Index: 14
#2James Gips (BC: Boston College)H-Index: 22
As media multitasking becomes the most common form of entertainment consumption, foundational research is needed to explore actual patterns of multitasking behavior. This work uses direct observation to provide better insight into media multitasking, exploring visual cues that encourage or discourage switching. A first eyetracker study recorded consumer reactions to simultaneous television and webpage media coded on numerous content variables. Consistent with differences between peripheral and c...
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#1Yuhmiin Chang (National Chengchi University)H-Index: 1
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#1Claire M. Segijn (UvA: University of Amsterdam)H-Index: 10
#2Hilde A. M. Voorveld (UvA: University of Amsterdam)H-Index: 21
Last. Edith G. Smit (UvA: University of Amsterdam)H-Index: 32
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The simultaneous use of multiple media devices is becoming a standard media consumption behavior. Combined with the large amount of time people dedicate to Social Network Sites (SNSs) on a daily basis, it is understandable that many media users engage in SNS use while consuming another medium at the same time. These two trends, media multitasking and SNS usage independently, have been studied intensively due to their prevalence in today's media landscape. However, the academic understanding abou...
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#1Bridget Rubenking (UCF: University of Central Florida)H-Index: 12
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