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5.3d When Multitasking Becomes a Necessity: Influences of Media Multitasking and Additional Ad Exposure on Recognition and Attitude Toward Placed Product in Video
Abstract
This study investigated media multitasking as a habit and its influence on the cognitive and affective processing of different advertising combinations in an online vide-watching context. We conducted an experiment with media multitasking level and webpage ad exposure timing as independent variables, recognition and attitude toward the product as dependent variables, and attitude toward general advertisement as the mediator was conducted. Results indicated 1) media multitasking level was not a predictor of product recognition; and that adding a webpage ad of the product placed in an online video could facilitate recognition of the product regardless of an individual’s media multitasking level and webpage ad exposure timing; 2) media multitasking level, however, was positively related to attitude toward the product placed in webpage ad and in video in an indirect way, mediated by an individual’s attitude toward general advertisement. Theoretical and practical implications for advertising strategies targeting media multitaskers are also discussed.
First & Corresponding Author
Shili Xiong, University of Illinois
Authors in the order to be printed.
Shili Xiong, University of Illinois; Brittany Duff, University of Illinois