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Annual Conference 2019

March 28–31, 2019

Marriott City Center, Dallas, TX

Proposal authors of accepted papers can use the tool below (scroll down) to see where they have been placed in the agenda. Note: Special Topics sessions - Only the submitter's name is searchable, not panelists. [If you wish an overview of the conference please click here: Conference Overview Agenda.

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5.3c How Multitasking Preference and Media Multitasking Behavior Influence General Advertising Perceptions

Saturday, March 30, 2019 at 11:00 AM–12:30 PM CDT

This study explored the relationship between multitasking preferences, multitasking behavior, and general perceptions of advertising. As an audience, heavier multitaskers engage with more media more frequently, yet we do not know much about how they perceive the ads that are placed in those media. Therefore, we explored the relationship between individual multitasking and detailed factors of advertising perception. Using a survey (N=451), we looked at more specific perceptions of advertising, namely value, irritation, entertainment, informativeness, and deception. Results showed a positive relationship between media multitasking preference and media multitasking behavior. Multitasking preference was not a significant predictor of perception of advertising, however, self-reported media multitasking behavior had a positive relationship with advertising value, advertising entertainment and advertising informativeness. Implications for research and practice are discussed.

First & Corresponding Author

Jiachen Yao, University of Illinois
Authors in the order to be printed.

Jiachen Yao, University of Illinois; Yilin Ren, University of Illinois; Seo Yoon Lee, University of Illinois; Xuanjun Gong, University of Illinois; Regina Ahn, University of Illinois; Joseph Yun, University of Illinois; Brittany Duff, University of Illinois; Kevin Wise, University of Illinois

Additional Authors

Yilin Ren, University of Illinois
Seo Yoon Lee, University of Illinois
Xuanjun Gong, University of Illinois
Regina Ahn, University of Illinois
Joseph Yun, University of Illinois
Brittany Duff, University of Illinois
Kevin Wise, University of Illinois