A Study on Advertising Effects in Media Multitasking Environments : Focusing on the Physical and Sensory Combination of Tasks

2021 ◽  
Vol 23 (1) ◽  
pp. 51-93
Author(s):  
Yesolran Kim ◽  
Se-jin Lee
2019 ◽  
Vol 13 (2) ◽  
pp. 203-214
Author(s):  
Se-Jeong Kwon ◽  
◽  
Yoon-Suk Cha ◽  
Seung-Won Yang

1996 ◽  
Vol 60 (4) ◽  
pp. 88-101 ◽  
Author(s):  
Klaus G. Grunert

The author distinguishes two kinds of cognitive processes: automatic processes, which are mostly subconscious, are learned and changed slowly and are not subject to the capacity limitations of working memory, and strategic processes, which are conscious, are subject to capacity limitations, and can easily be adapted to situational circumstances. The perception of advertising and the way it influences brand evaluation involves both processes. Automatic processes govern the recognition of advertising stimuli, the relevance decision that determines further higher-level processing, the retrieval of information, and the provision of a heuristic for brand evaluation. Strategic processes govern learning and inference formation. The relative importance of both types of processes depends on product involvement. The distinction of these two types of processes leads to some conclusions that are at variance with current notions about advertising effects. For example, the attention span problem is relevant only for strategic processes. A certain amount of learning can occur with little conscious effort, and advertising's effect on brand evaluation may be more stable for low- than for high-involvement products.


Author(s):  
Anna Freytag ◽  
Katharina Knop-Huelss ◽  
Adrian Meier ◽  
Leonard Reinecke ◽  
Dorothée Hefner ◽  
...  

Abstract Concerns have been expressed that permanent online connectedness might negatively affect media user’s stress levels. Most research has focused on negative effects of specific media usage patterns, such as media multitasking or communication load. In contrast, users’ cognitive orientation toward online content and communication has rarely been investigated. Against this backdrop, we examined whether this cognitive orientation (i.e., online vigilance with its three dimensions salience, reactibility, monitoring) is related to perceived stress at different timescales (person, day, and situation level), while accounting for the effects of multitasking and communication load. Results across three studies showed that, in addition to multitasking (but not communication load), especially the cognitive salience of online communication is positively related to stress. Our findings are discussed regarding mental health implications and the origins of stress.


2021 ◽  
Vol 13 (4) ◽  
pp. 100
Author(s):  
Kayla S. Sansevere ◽  
Nathan Ward

Phubbing, or using a phone to snub another person, has been investigated through social and personality frameworks. Phubbing involves attending to and performing competing tasks, implying the involvement of attentional abilities. Yet, past research has not yet used a cognitive framework to establish a link between phubbing and attention. Using self-report data from a large online sample, we explored the associations between phubbing and everyday attentional failures. Phubbing was associated with difficulties in attentional shifting and distractibility, frequent attentional lapses, spontaneous and deliberate mind wandering, and attention-related cognitive errors. When examining these attention variables alongside several psychosocial and personality variables, attention-related cognitive errors acted as the biggest predictor of phubbing behavior. Phubbing was also positively correlated with media multitasking, which is a conceptually similar yet distinct technology use behavior. The results suggest that perceived everyday attentional failures are strongly associated with, and to an extent can predict, phubbing behavior, even more so than some social and personality variables. Technology has incorporated itself as a necessity, or at the very least a favored convenience, in most people’s lives. Characterizing technology multitasking behaviors from a variety of frameworks can help us better understand who is engaging in these behaviors and why.


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