Effects of Exposure to Sexual Content in the Media on Adolescent Sexual Behaviors: The Moderating Role of Multitasking with Media

How Related Multiscreening Could Positively Affect Advertising Outcomes

“…Consequently, it is not certain whether people were multiscreening during exposure to the brand. It is important to address these limitations because a meta-analysis showed that both task contiguity and user control could influence multitasking effects (Jeong and Hwang 2016).…”

“…Recently, a meta-analysis showed that task relevance affects persuasion when media multitasking (Jeong and Hwang 2016). In this meta-analysis, 49 studies on media multitasking and its effects on cognitive (e.g., comprehension, recall, task performance) and affective (e.g., agreement, attitude, reduced counterarguing) outcomes were examined.…”

“…Finally, we showed a print screen of the clip where the brand was shown and asked them if they had seen this in the television clip. On every item, the participants scored 1 when they mentioned the correct brand and 0 when their answer was incorrect (Segijn, Voorveld, Vandeberg, and Smit 2017 (Jeong and Hwang 2012). Attention to the anagrams was only asked about in the two multiscreening conditions.…”

“…It is argued that multiscreening with two related tasks is less cognitively demanding than multiscreening with two tasks that are not related; the former may, therefore, be less detrimental to cognitive effects (Wang et al 2015). Indeed, a recent meta-analysis showed that the negative effects of multitasking on cognitive outcomes were greater when the tasks were unrelated (Jeong and Hwang 2016). However, most research that directly manipulated relatedness has found no direct differences between related and unrelated multiscreening (Study 1 of Kazakova et al 2016;Van Cauwenberge, Schaap, and van Roy 2014).…”

“…However, most research that directly manipulated relatedness has found no direct differences between related and unrelated multiscreening (Study 1 of Kazakova et al 2016;Van Cauwenberge, Schaap, and van Roy 2014). Because of the difference in results between the meta-analysis and the experiments in which relatedness was manipulated, scholars have called for more research looking at the role of relatedness (Jeong and Hwang 2016). The aim of the current study is to test the effect of related/ unrelated multiscreening on brand memory and brand attitude.…”