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.
The Rise of Multitasking Consumer: Why Using Media and Devices at the Same Time is Relevant to Advertising
Abstract
Media multitasking, in its most general form, refers to situations when individuals are concurrently exposed to or switch between two or more sources of mediated content (Salvucci and Taatgen 2010). Multiscreening is a case of media multitasking where a user divides her attention between several screen devices (Segijn, Voorveld and Smit, 2016). This emerging habit creates a new type of consumer – consumer that has multiple opportunities to shift from one source to another the moment mediated content becomes less interesting or relevant. One important question for advertising research is how individuals engaging in media multitasking evaluate, process, and respond to commercial information. Another pressing question is what advertising agencies, companies, and media planners do to address the rising issue of a multitasking consumer. The discussion of this issue is especially relevant in light of the prediction that there will be 193 millions of adult media multitaskers in the U.S. by 2019 (eMarketer 2017). An international group of collaborators from academia and advertising industry will provide their insights to address these important questions in a 90-minute special topics panel. Each speaker will give a 7- to 8-minute talk followed by a discussion.
First & Corresponding Author
Anastasia Kononova, Michigan State University
Authors in the order to be printed.
Anastasia G Kononova, Michigan State University; Zheng (Joyce) Wang, The Ohio State University; Prabu David, Michigan State University; Se-Hoon Jeong, Korea University; Claire Segijn, University of Minnesota; Sydney Chinchanachokchai, University of Akron; Robert Habeck, Omnicom Media Group; Brittany Duff, University of Illinois, Urbana-Champaign