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.
Please use this search form to:
- First or Secondary Author: Click on "person," click on your name, and "search." Then use the bottom scroll bar to slide to the right until you see the search button. Scroll down this screen to see the result of the search!
- Search by Date/Time
- Search by Keywords
- Search by Submission Type (Full Paper or Special Topics)
To see the full agenda, leave all drop-downs blank, and simply click on "Search." Please note that there are some options you may select once you have searched. (Please do not be confused about something that looks like "1.1 Digital Advertising" as this is simply a title of a group of sessions.
Contact the AAA Conference Office to accept the session assignment, or to request a change due to a conflict. Call (727) 940-2658 x 2004 if you have questions. Please be sure to reference the session title(s), date(s) and time(s) if you contact us.
5.3c How Multitasking Preference and Media Multitasking Behavior Influence General Advertising Perceptions
Abstract
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