The Effect of Program Genre on Modes of Media Multitasking and Ad Processing

The Effect of Program Genre on Modes of Media Multitasking and Ad Processing

Despite many studies on the effect of MM on advertising, previous studies on MM considered MM a homogenous phenomenon. Further, whether and how media-related factors predict different modes of MM and how this behavior affects ad processing has been unknown. To fill this gap, the purpose of this stud...

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Bibliographic Details
Main Author: Bang Hyejin
Format: Article
Language:English
Published: EDP Sciences 2022-01-01
Series:SHS Web of Conferences
Subjects:
media multitasking
context effect
ad processing
limited cognitive capacity
Online Access:https://www.shs-conferences.org/articles/shsconf/pdf/2022/02/shsconf_ies2021_01019.pdf

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