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Don't distract me when I'm media multitasking: toward a theory for raising advertising recall and recognition

Don't distract me when I'm media multitasking: toward a theory for raising advertising recall and recognition
Don't distract me when I'm media multitasking: toward a theory for raising advertising recall and recognition
Media multitasking, such as using handheld devices like smartphones and tablets while watching TV, has become prevalent, but its effect on the recall and recognition of advertising has been the subject of limited academic research. We contend that the context in which multitasking takes place affects consumer memory for advertising delivered via the primary activity (e.g., watching television). Specifically, we identify the importance of the degree of (a) congruence between the primary and second screen activity and (b) social accountability of second-screen activities. We test our typology empirically by examining the determinants of next-day recall and recognition for billboard advertisers (perimeter board advertisements) of a televised soccer match. In line with our theory, in most cases media multitasking leads to worse recall and recognition. However, in situations where there is congruence between primary- and second-screen activities, and secondary activities have a higher level of social accountability attached to them, advertising recall and recognition improves.
198-210
Angell, Robert
ca8389e4-2a83-43a8-b331-c262eda37674
Gorton, Matthew
c32c7dd8-19b7-48c5-89bc-8adfd63333ca
Sauer, Johannes
715521f3-1c9a-4cee-b2b4-4f2bf2ef6a01
Bottomley, Paul
b825f075-8eda-4890-b524-205bf9898288
White, John
c636e743-48a5-481c-ad79-796196cddd44
Angell, Robert
ca8389e4-2a83-43a8-b331-c262eda37674
Gorton, Matthew
c32c7dd8-19b7-48c5-89bc-8adfd63333ca
Sauer, Johannes
715521f3-1c9a-4cee-b2b4-4f2bf2ef6a01
Bottomley, Paul
b825f075-8eda-4890-b524-205bf9898288
White, John
c636e743-48a5-481c-ad79-796196cddd44

Angell, Robert, Gorton, Matthew, Sauer, Johannes, Bottomley, Paul and White, John (2016) Don't distract me when I'm media multitasking: toward a theory for raising advertising recall and recognition. Journal of Advertising, 45, 198-210. (doi:10.1080/00913367.2015.1130665).

Record type: Article

Abstract

Media multitasking, such as using handheld devices like smartphones and tablets while watching TV, has become prevalent, but its effect on the recall and recognition of advertising has been the subject of limited academic research. We contend that the context in which multitasking takes place affects consumer memory for advertising delivered via the primary activity (e.g., watching television). Specifically, we identify the importance of the degree of (a) congruence between the primary and second screen activity and (b) social accountability of second-screen activities. We test our typology empirically by examining the determinants of next-day recall and recognition for billboard advertisers (perimeter board advertisements) of a televised soccer match. In line with our theory, in most cases media multitasking leads to worse recall and recognition. However, in situations where there is congruence between primary- and second-screen activities, and secondary activities have a higher level of social accountability attached to them, advertising recall and recognition improves.

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Dont Distract Me When Im Media Multitasking prepub - Accepted Manuscript
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More information

Accepted/In Press date: 2015
e-pub ahead of print date: 4 February 2016
Published date: 2 April 2016

Identifiers

Local EPrints ID: 426003
URI: https://eprints.soton.ac.uk/id/eprint/426003
PURE UUID: 9c0a950d-17d5-4ea5-8236-cff2a1efe34c

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Date deposited: 09 Nov 2018 17:30
Last modified: 13 Mar 2019 17:51

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Contributors

Author: Robert Angell
Author: Matthew Gorton
Author: Johannes Sauer
Author: Paul Bottomley
Author: John White

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