TY - JOUR
T1 - Angry Birds vs. Sudoku
T2 - How Different Types of Tasks in Multitasking Affect Ad Memory and Mind Wandering
AU - Chinchanachokchai, Sydney
AU - Duff, Brittany R.L.
AU - Faber, Ronald J.
N1 - Publisher Copyright:
© 2020 American Academy of Advertising.
PY - 2021
Y1 - 2021
N2 - The rise of mobile usage, as well as increasing amount of information, contributes to the individual’s inattention to ads and multitasking behavior. In many situations, multitasking has taken attention away from advertising messages, leading to a decrease in message effectiveness. Nonetheless, previous research has shown a potential benefit of multitasking on memory because, in some situations, multitasking could reduce mind wandering, which is a hidden distraction in ad processing. This research compares how different types of secondary tasks (cognitive vs. perceptual) affect ad memory. The results showed that a low perceptual load secondary task increased memory about ad content while decreasing mind wandering. However, cognitive load secondary tasks did not interfere with the cognitive processing more than the control condition.
AB - The rise of mobile usage, as well as increasing amount of information, contributes to the individual’s inattention to ads and multitasking behavior. In many situations, multitasking has taken attention away from advertising messages, leading to a decrease in message effectiveness. Nonetheless, previous research has shown a potential benefit of multitasking on memory because, in some situations, multitasking could reduce mind wandering, which is a hidden distraction in ad processing. This research compares how different types of secondary tasks (cognitive vs. perceptual) affect ad memory. The results showed that a low perceptual load secondary task increased memory about ad content while decreasing mind wandering. However, cognitive load secondary tasks did not interfere with the cognitive processing more than the control condition.
UR - http://www.scopus.com/inward/record.url?scp=85097388529&partnerID=8YFLogxK
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U2 - 10.1080/10641734.2020.1838359
DO - 10.1080/10641734.2020.1838359
M3 - Article
AN - SCOPUS:85097388529
SN - 1064-1734
VL - 42
SP - 411
EP - 424
JO - Journal of Current Issues and Research in Advertising
JF - Journal of Current Issues and Research in Advertising
IS - 4
ER -