How Related Multiscreening Could Positively Affect Advertising Outcomes

Segijn, Claire M.; Voorveld, Hilde A. M.; Smit, Edith G.

doi:10.1080/00913367.2017.1372233

Cited by 33 publications

(30 citation statements)

References 38 publications

(56 reference statements)

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“…For instance, media multitasking has been associated with lower performance on task-switching and working memory tasks (Ophir et al, 2009 ), and poorer processing of advertisements and their impaired message recall and recognition. Worse performance was also observed in such simultaneous activities as watching TV episodes and engaging in Facebook activities (Oviedo et al, 2015 ), or reading online articles and listening to a podcast (Srivastava, 2013 ), social TV viewing (Bellman et al, 2017 ), watching TV advertisements and solving anagrams (Segijn et al, 2017 ), watching TV advertisements and website advertisements (Kazakova et al, 2016 ) [see Garaus ( 2019 ), for an overview]. Similar results have been found in classic studies on multitasking, where the usual finding is that performing several activities at the same time (or frequently switching between them) leads to more errors, distraction, interference, and lost time as compared to a situation in which these activities are performed one at a time [see Pashler ( 1994 ), Monsell ( 2003 ), Courage et al ( 2015 ), for overviews].…”

Section: How Is Performance Defined and Measured?mentioning

confidence: 99%

Why Do We Need Media Multitasking? A Self-Regulatory Perspective

2021

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In the digital world of today, multitasking with media is inevitable. Research shows, for instance, that American youths spend on average 7.5 h every day with media, and 29% of that time is spent processing different forms of media simultaneously (Uncapher et al., 2017). Despite numerous studies, however, there is no consensus on whether media multitasking is effective or not. In the current paper, we review existing literature and propose that in order to ascertain whether media multitasking is effective, it is important to determine (1) which goal/s are used as a reference point (e.g., acquiring new knowledge, obtaining the highest number of points in a task, being active on social media); (2) whether a person's intentions and subjective feelings or objective performance are considered (e.g., simultaneous media use might feel productive, yet objective performance might deteriorate); and finally (3) whether the short- or long-term consequences of media multitasking are considered (e.g., media multitasking might help attain one's present goals yet be conducive to a cognitive strategy that leads to lesser attentional shielding of goals). Depending on these differentiations, media multitasking can be seen as both a strategic behavior undertaken to accomplish one's goals and as a self-regulatory failure. The article integrates various findings from the areas of cognitive psychology, psychology of motivation, and human-computer interaction.

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Section: How Is Performance Defined and Measured?mentioning

confidence: 99%

Why Do We Need Media Multitasking? A Self-Regulatory Perspective

2021

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“…According to the multilayered concept of relatedness (Segijn et al, 2017a), multiscreening can be related on various levels (See Table 1 for an example). First, the tasks of the different screens may have similar or overlapping goals (i.e., task relevance; Wang et al, 2015)-for example, when people watch the Super Bowl while tweeting about the program.…”

Section: Related Multiscreening and Information Processingmentioning

confidence: 99%

“…Meta-analyses have shown that multitaskers remember less media content when they engage in unrelated tasks compared to related tasks (Jeong & Hwang, 2016;Segijn & Eisend, 2019). A recent study found that related multiscreening can lead to more attention being paid to television content and subsequently more program involvement (i.e., motivated state, signifying interest induced by the television program; Moorman, Neijens, & Smit, 2007), thereby increasing persuasion (Segijn et al, 2017a). The current study builds on this concept and is innovative in four ways.…”

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confidence: 94%

“…An example of related multiscreening is when media users tweet about a television show while it is being aired (Angell et al, 2016;Cameron & Geidner, 2014;Guo, 2018;Guo & Chan-Olmsted, 2015). The effects of related media multitasking have also received scholarly attention (Angell et al, 2016;Segijn, Voorveld, & Smit, 2017a;Van Cauwenberge, Schaap, & van Roy, 2014). Meta-analyses have shown that multitaskers remember less media content when they engage in unrelated tasks compared to related tasks (Jeong & Hwang, 2016;Segijn & Eisend, 2019).…”

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confidence: 99%

“…First, we propose to examine the perceived level of relatedness-that is, the extent to which multi-screeners perceive their activities as related to each other. Thus far, earlier research has only investigated relatedness as a dichotomous manipulated concept (e.g., Segijn et al, 2017a;Van Cauwenberge et al, 2014). However, relatedness as manipulated by the researcher and relatedness as perceived by the multi-screener do not automatically match.…”

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confidence: 99%

See 2 more Smart Citations

Related Multiscreening as a Strategy to Retain Audiences and Increase Persuasion During a Commercial Break

Segijn¹,

Araujo²,

Voorveld

et al. 2020

Journal of Broadcasting & Electronic Media

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The influence of targeted digital advertising on consumers' purchase intention: Comparative analysis based on the perspective of ads content source

Zhao

2023

J of Consumer Behaviour

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Targeted digital advertising (TDA) is immensely popular among marketing practitioners; investigating its effects is increasingly becoming a subject of academic research. Brands can push advertisements of the same product from different sources to consumers in a targeted manner; however, the differences in the impact on consumers of TDA with different content sources are surprisingly understudied. Therefore, this study analyzes the consumers' purchase intentions in the context of TDA with different content sources (stars vs. bloggers vs. top e‐commerce streamers), and the perceived differences between consumers with different thinking styles. Through two experimental studies, this study finds that TDA with top e‐commerce streamers' recommendation source can better improve consumers' purchase intentions more than TDA with a star endorsement and TDA with a blogger evaluation. For consumers who prefer the rational thinking style, TDA with a star endorsement and TDA with top e‐commerce streamers recommendation can be better; For consumers who prefer the empirical thinking style, TDA recommended by bloggers and TDA with top e‐commerce streamers recommendation can be better. Furthermore, this study finds that consumers' mental simulation and perceived usefulness can mediate the relationships described above, and that the two play a chain mediation role. The findings contribute to the precision marketing literature by enriching the understanding of the psychological mechanism underlying consumers' perceptions of and decision factors toward the TDA.

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How Related Multiscreening Could Positively Affect Advertising Outcomes

Cited by 33 publications

References 38 publications

Why Do We Need Media Multitasking? A Self-Regulatory Perspective

Why Do We Need Media Multitasking? A Self-Regulatory Perspective

Related Multiscreening as a Strategy to Retain Audiences and Increase Persuasion During a Commercial Break

The influence of targeted digital advertising on consumers' purchase intention: Comparative analysis based on the perspective of ads content source

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