Multitasking Effects on the Memory and Attitudes of Online Advertising Videos

• In Event: ICA Plenary Interactive Paper/Poster Session II
  In Interactive Paper Session: Communication and Technology Interactive Poster Session

Abstract

This study investigates the effects of multitasking on audiences’ memory and attitudes of online advertising videos, expanding the emergent body of multitasking research to a commercial setting. A two (primary versus secondary multitasking) by two (argument-based versus cue-based video advertisements) between-subjects experiment was conducted. The results revealed some consistencies in the main effects of the two multitasking focus conditions on free recall and visual recognition of the advertisements. Additionally, a strong pattern of interaction effects between the multitasking focus conditions and the video conditions on all product attitudes was found. Theoretical contributions, practical contributions, limitations and recommendations for future research were discussed.

Authors

• Minh Thanh Do, National U of Singapore

• Weiyu Zhang, National U of Singapore