The Effect of Media Multitasking on Stereotype-Based Processing of Physician-Rating Websites

• In Event: Health and Medical Information Seeking and Processing (High-Density)

Abstract

Multitasking with media occurs when people process information streams from television, movies, and other sources while simultaneously engaging in other activities. The present research develops our understanding of how multitasking with media affects stereotype-based judgements within a health decision-making context. A total of 1014 respondents participated in this experiment. Multitasking with media was assessed then participants were randomly assigned to view 1 of 4 physician-rating webpages based on a 2 (physician race: white/black) by 2 (review: positive/negative) design. Physician evaluations made by heavy multitaskers were more likely to be biased by racial stereotypes compared to evaluations made by light multitaskers. This experiment demonstrates the influence of photographs embedded within online rating websites, and that these images lead people to make stereotype-influenced judgements based on race. Implications for theory and practice are discussed.

Authors

• John L. Christensen

• Bryan Vanco, U of Connecticut

• Kristine Nowak, U of Connecticut