You Only Get One Shot: How Content Ephemerality Affects Information Processing and Viewing Behavior

• In Event: 8.11 Becoming Wiser About Consumer Information Processing

Short Abstract

Various media outlets limit the number of times users can view content (e.g., Snapchat, Instagram). In a series of studies (N = 3,521) we find that such ephemerality drives heightened attention, better recall, increased focus on important information, and longer viewing time of content, as well as ads preceding it.

Authors

• Uri Barnea, University of Pennsylvania, USA

• Robert Meyer, University of Pennsylvania, USA

• Gideon Nave, University of Pennsylvania, USA