The Impact of Media Multitasking on the Cognitive and Attitudinal Responses to Television Commercials: The Moderating Role of Type of Advertising Appeal

Kazakova, Snezhanka; Cauberghe, Veroline; Hudders, Liselot; Labyt, Christophe

doi:10.1080/00913367.2016.1183244

Cited by 49 publications

(63 citation statements)

References 51 publications

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“…The first HOW RELATED MULTISCREENING COULD POSITIVELY AFFECT ADVERTISING OUTCOMES 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). A key difference between the two methodological approaches is the task contiguity (e.g., physical distance between screens) when multiscreening.…”

Section: Testing the Conceptual Model By Two Methodological Approachementioning

confidence: 99%

“…However, until now, most research that directly manipulated task relevance showed no difference between related and unrelated multitasking (Study 1 of Kazakova et al 2016;Van Cauwenberge, Schaap, and van Roy 2014). These studies compared single tasking with related and unrelated multitasking.…”

Section: Task Relevance As a Facilitator Of Advertising Effectsmentioning

confidence: 99%

“…In the study of Van Cauwenberge et al (2014; no results in task relevance), the participants were tested on recall and comprehension of their secondary focus task. In Study 1 of Kazakova et al (2016; no results of task relevance), the participants were instructed to pay equal attention to both tasks. Finally, in the study where positive relatedness effects were found, the participants could decide for themselves how to divide their attention, and it is unknown how attention was distributed (Angell et al 2016).…”

Section: Task Relevance As a Facilitator Of Advertising Effectsmentioning

confidence: 99%

“…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). 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).…”

mentioning

confidence: 99%

“…In particular, studies that examined cognitive outcomes consistently showed detrimental effects of multiscreening, for example, on brand and ad memory (e.g., Angell et al 2016;Kazakova et al 2016). An explanation for this effect is the limited cognitive capacity that individuals must divide between the different screens (Lang 2000(Lang , 2006.…”

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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Section: Testing the Conceptual Model By Two Methodological Approachementioning

confidence: 99%

Section: Task Relevance As a Facilitator Of Advertising Effectsmentioning

confidence: 99%

Section: Task Relevance As a Facilitator Of Advertising Effectsmentioning

confidence: 99%

mentioning

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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An application of media and network multiplexity theory to the structure and perceptions of information environments in hurricane evacuation

Lee

Benedict

et al. 2021

Asso for Info Science & Tech

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Understanding how information use contributes to uncertainties surrounding evacuation decisions is crucial during disasters. While literature increasingly establishes that people consult multiple information sources in disaster situations, little is known about the patterns in which multiple media and personal network sources are combined simultaneously and sequentially across decision‐making phases. We address this gap using survey data collected from households in Jacksonville, Florida affected by 2016's Hurricane Matthew. Results direct attention to perceived consistency of information as a key predictor of uncertainty regarding hurricane impact and evacuation logistics. Frequently utilizing National Weather Service, national and local TV channels, and personal network contacts contributed to higher perceived consistency of information, while the use of other local and online sources was associated with lower perceived consistency. Furthermore, combining a larger number of media and official sources predicted higher levels of perceived information consistency. One's perception of information amount did not significantly explain uncertainty. This study contributes to the theorizing of individuals' information environment from the perspective of media and network multiplexity and provides practical implications regarding the need of information coordination for improved evacuation decision‐making.

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What is the glamor of black‐and‐white? The effect of color design on evaluations of luxury brand ads

Wang

et al. 2022

J of Consumer Behaviour

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Visual esthetic stimuli are believed to be an important factor in increasing luxury brands attitudes. However, less attention has been given by existing research to how the presence or absence of color (i.e., color vs. black-and-white) influences consumers' perceptions of products and evaluations toward luxury ads. Drawing on the perspective of esthetic meaning and the theory of psychological distance, this study provides key evidence for addressing this gap. Three studies have found that blackand-white (BW) (vs. color) is associated with the luxuriousness of products and evaluations of luxury brand ads. Specifically, Study 1 shows that BW (vs. color) design can enhance consumers' evaluations of luxury brand ads by enhancing the perceived luxuriousness of products. In addition, Study 2 indicates that ad appeal plays a moderating role in the link between color design (BW vs. color) and ad evaluations such that the effect of BW designs (vs. color design) will be higher for consumers when ads focus on hedonic (vs. utilitarian) appeals. Study 3 further shows that BW is more effective for luxury brand ads than both iconic and noniconic colors. In sum, our results extend the existing literature and provide valuable management strategies for luxury brand marketing management in visual esthetic design.

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The Impact of Media Multitasking on the Cognitive and Attitudinal Responses to Television Commercials: The Moderating Role of Type of Advertising Appeal

Cited by 49 publications

References 51 publications

How Related Multiscreening Could Positively Affect Advertising Outcomes

How Related Multiscreening Could Positively Affect Advertising Outcomes

An application of media and network multiplexity theory to the structure and perceptions of information environments in hurricane evacuation

What is the glamor of black‐and‐white? The effect of color design on evaluations of luxury brand ads

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