SHS Web Conf.
Volume 132, 2022Innovative Economic Symposium 2021 – New Trends in Business and Corporate Finance in COVID-19 Era (IES2021)
|Number of page(s)||12|
|Section||New Trends in Business and Corporate Finance in COVID-19 Era|
|Published online||05 January 2022|
The Effect of Program Genre on Modes of Media Multitasking and Ad Processing
College of Business Administration, Kookmin University, Seoul, Republic of Korea
1 Corresponding author: firstname.lastname@example.org
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 study was to examine (a) the effect of program-genre on the occurrence of different modes of media multitasking (MM; utilitarian MM vs. hedonic MM) and (b) how different modes of MM influence the way viewers process ads on the primary screen (i.e., computer screen). A lab-based experiment yielded data for testing the hypotheses. The findings suggest that findings suggest that MM can be classified into two distinct modes: utilitarian MM and hedonic MM. Further, the findings show that participants who watched the sitcom tended to engage in a higher amount of utilitarian MM than those who watched the suspenseful drama; however, both groups engaged in a comparable amount of hedonic MM. The findings also indicate that participants who watched the sitcom demonstrated a lower level of ad memory than those who watched the suspenseful drama. The current study provides meaningful theoretical implications. Further, this study provides useful implications for advertising practitioners and marketers.
Key words: Media multitasking / Context effect / Ad processing / Limited Cognitive Capacity
© The Authors, published by EDP Sciences, 2021
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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