The effect of multitasking on time perception, enjoyment, and ad evaluation

Chinchanachokchai, Sydney; Duff, Brittany R. L.; Sar, Sela

doi:10.1016/j.chb.2014.11.087

Cited by 66 publications

(51 citation statements)

References 48 publications

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“…First, this study provides insight into how multiscreening affects advertising outcomes. Previous studies have often examined direct effects of multiscreening on advertising outcomes (e.g., Angell et al 2016;Kazakova et al 2016) with some rare exceptions (Chinchanachokchai, Duff, and Sar 2015;Segijn, Voorveld, and Smit 2016). The current study contributes to this knowledge by examining attention and subsequently program involvement as underlying mechanisms.…”

Section: Discussionmentioning

confidence: 67%

“…This study has three strengths. First, the chosen approach (e.g., split screen with computer tasks) connects the findings to the results of previous studies on multiscreening conducted with this methodological approach (Chinchanachokchai, Duff, and Sar 2015;Duff and Sar 2015;Van Cauwenberge, Schaap, and van Roy 2014). Second, it adds to the multiscreening theory by focusing on a possible facilitator of advertising effects.…”

Section: Discussion Of Studymentioning

confidence: 99%

“…The first methodological approach examines multiscreening on a split screen with computer tasks (e.g., Chinchanachokchai, Duff, and Sar 2015;Van Cauwenberge, Schaap, and van Roy 2014;Wang et al 2012), and the second methodological approach examines multiscreening with different tasks on separate screens (Kazakova et al 2016;Segijn, Voorveld, and Smit 2016). To the best of our knowledge, this is the first multiscreening study that tested a conceptual model by both methodological approaches.…”

Section: Discussionmentioning

confidence: 99%

“…Finally, this study is innovative because it makes use of two different methodological approaches used in multiscreening research. The first methodological approach examines multiscreening on a split screen with computer tasks (Chinchanachokchai, Duff, and Sar 2015;Duff and Sar 2015;Van Cauwenberge, Schaap, and van Roy 2014;Wang et al 2012). The second methodological approach examines multiscreening with separate tasks on multiple screens (Kazakova et al 2016;Segijn, Voorveld, and Smit 2016).…”

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confidence: 99%

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How Related Multiscreening Could Positively Affect Advertising Outcomes

Segijn

Voorveld

Smit

2017

Journal of Advertising

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Section: Discussionmentioning

confidence: 67%

Section: Discussion Of Studymentioning

confidence: 99%

Section: Discussionmentioning

confidence: 99%

mentioning

confidence: 99%

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How Related Multiscreening Could Positively Affect Advertising Outcomes

Segijn

Voorveld

Smit

2017

Journal of Advertising

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“…It refers to the subjective experience of the objective time which applies to two different concepts: the concept of succession and the concept of duration. That is to say, while time itself is objective, the perception of the elapsed time is a subjective process [14]. Time perception is a function of both the temporal and non-temporal information available [59].…”

Section: Time Perception In Psychologymentioning

confidence: 99%

Does Document Relevance Affect the Searcher's Perception of Time?

Luo

Liu

Sakai

et al. 2017

Proceedings of the Tenth ACM International Conference on Web Search and Data Mining

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Time plays an essential role in multiple areas of Information Retrieval (IR) studies such as search evaluation, user behavior analysis, temporal search result ranking and query understanding. Especially, in search evaluation studies, time is usually adopted as a measure to quantify users' efforts in search processes. Psychological studies have reported that the time perception of human beings can be affected by many stimuli, such as attention and motivation, which are closely related to many cognitive factors in search. Considering the fact that users' search experiences are affected by their subjective feelings of time, rather than the objective time measured by timing devices, it is necessary to look into the different factors that have impacts on search users' perception of time. In this work, we make a first step towards revealing the time perception mechanism of search users with the following contributions: (1) We establish an experimental research framework to measure the subjective perception of time while reading documents in search scenario, which originates from but is also different from traditional time perception measurements in psychological studies. (2) With the framework, we show that while users are reading result documents, document relevance has small yet visible effect on search users' perception of time. By further examining the impact of other factors, we demonstrate that the effect on relevant documents can be also influenced by individuals and tasks. (3) We conduct a preliminary experiment in which the difference between perceived time and dwell time is taken into consideration in a search evaluation task. We found that the revised framework achieved a better correlation with users' satisfaction feedbacks. This work may help us better understand the time perception mechanism of search users and provide insights in how to better incorporate time factor in search evaluation studies.

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The Effect of Media Multitasking on Advertising Message Effectiveness

Garaus

Wagner

Bäck

2017

Psychology and Marketing

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The rapid evolution of information and mobile technologies enables consumers to use media content whenever and wherever they want. These developments have resulted in a new form of target audience behavior called “media multitasking.” Media multitasking describes simultaneous exposure to two or more types of media content. Extant research on this subject concentrates on the influence of media multitasking on message comprehension and recall for editorial content (i.e., TV programs). To date, limited research has examined whether simultaneous exposure to two advertisements on two devices benefits or harms message effectiveness. The current research attempts to fill this research gap by investigating the effect of media multitasking with TV and mobile Internet advertisements on message effectiveness. In particular, an online experiment confirms the assumption that media multitasking harms message effectiveness. Contrary to the theoretically derived hypotheses, it does not matter whether consumers are exposed to the same or different advertising messages during media multitasking situations. The consideration of two moderating variables—gender and media multitasking frequency—offers further insights into the individual factors that affect message effectiveness during simultaneous versus sequential media exposure.

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The effect of multitasking on time perception, enjoyment, and ad evaluation

Cited by 66 publications

References 48 publications

How Related Multiscreening Could Positively Affect Advertising Outcomes

How Related Multiscreening Could Positively Affect Advertising Outcomes

Does Document Relevance Affect the Searcher's Perception of Time?

The Effect of Media Multitasking on Advertising Message Effectiveness

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