Does Multitasking Increase or Decrease Persuasion? Effects of Multitasking on Comprehension and Counterarguing

Abstract

This study examined the effects of multitasking on persuasion, including comprehension and counterarguing of persuasive messages, which were presented in three different contexts: (a) nonmultitasking with full attention paid to the message, (b) multitasking with primary attention paid to the message, and (c) multitasking with secondary attention paid to the message. Consistent with predictions, the results suggested that multitasking reduced the actual and perceived levels of comprehension and also reduced counterarguing. The implications for research on persuasion are further discussed.

The consequences of media multitasking for youth: A review

“…(1) using multiple media simultaneously and (2) using media while engaging in a non-media activity (Baumgartner, Weeda, Van der Heijden, & Huizinga, 2014;Jeong & Hwang, 2012;Wallis, 2010). The first type of media multitasking involves the simultaneous use of two different types of media (e.g., the simultaneous use of TV and mobile phone) or engaging in multiple activities on a single device (e.g., using a laptop for watching movies and online shopping simultaneously) (Yeykelis, Cummings, & Reeves, 2014).…”

“…The constant availability of media has led to an increase in media multitasking (e.g., Carrier, Cheever, Rosen, Benitez, & Chang, 2009;Rideout, Foehr, & Roberts, 2010). Media multitasking is typically defined as either simultaneously engaging in two or more types of media or using media while engaging in non-media activities, such as text messaging while studying (e.g., Jeong & Hwang, 2012;Wallis, 2010).…”

The Underlying Mechanisms of Multiscreening Effects

“…In the advertising literature, assumptions are often based on monomedia consumption (Pilotta et al 2004). However, with the arrival of convergent technologies and the same amount of time available to spend using these media, consumers are increasingly engaging in media multitasking (e.g., Jeong and Fishbein 2007;Pilotta et al 2004;Rideout, Foehr, and Roberts 2010). For example, nearly half of tablet and smartphone owners indicate that they use their devices every day while watching TV (Nielsen 2013).…”

Insight into everyday media use with multiple screens

“…Multiscreening is a form of media multitasking (i.e. the simultaneous usages of multiple media; Jeong and Hwang 2012;Voorveld 2011) in which multiple screens are combined simultaneously. Previous studies show that about 25%-50% of people's media consumption consists of media multitasking (Voorveld and van der Goot 2013;Foehr 2006;Pilotta, Schultz, Drenik, and Rist 2004).…”