TY - JOUR
T1 - Seeing the Big Picture
T2 - Multitasking and Perceptual Processing Influences on Ad Recognition
AU - Duff, Brittany R.L.
AU - Sar, Sela
N1 - Publisher Copyright:
© 2015, American Academy of Advertising.
PY - 2015/7/3
Y1 - 2015/7/3
N2 - Media multitasking has been shown to have negative consequences for ad memory. However, there may be situations and individuals for which multitasking is not always detrimental to memory for ads. Two studies explored how analytic and holistic processing styles (trait or mood induced) affect perceptual processing. Similar to previous findings, people processing in an analytic style showed decreased ad recognition when performing multiple tasks; however, ad recognition did not decrease for people processing holistically. People who were processing holistically also demonstrated better recollection memory for the ads seen while multitasking than did analytic processors. Differences in advertising recognition measures (familiarity and recollection), load types, and implications for advertising are also discussed.
AB - Media multitasking has been shown to have negative consequences for ad memory. However, there may be situations and individuals for which multitasking is not always detrimental to memory for ads. Two studies explored how analytic and holistic processing styles (trait or mood induced) affect perceptual processing. Similar to previous findings, people processing in an analytic style showed decreased ad recognition when performing multiple tasks; however, ad recognition did not decrease for people processing holistically. People who were processing holistically also demonstrated better recollection memory for the ads seen while multitasking than did analytic processors. Differences in advertising recognition measures (familiarity and recollection), load types, and implications for advertising are also discussed.
UR - http://www.scopus.com/inward/record.url?scp=84931567751&partnerID=8YFLogxK
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U2 - 10.1080/00913367.2014.967426
DO - 10.1080/00913367.2014.967426
M3 - Article
AN - SCOPUS:84931567751
SN - 0091-3367
VL - 44
SP - 173
EP - 184
JO - Journal of Advertising
JF - Journal of Advertising
IS - 3
ER -