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

Angell, Robert ORCID: https://orcid.org/0000-0001-8554-2092, Gorton, Matthew, Sauer, Johannes, Bottomley, Paul ORCID: https://orcid.org/0000-0001-8131-6768 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 (2) , pp. 198-210. 10.1080/00913367.2015.1130665

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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 subject to 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 football (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, then advertising recall and recognition improves.

Item Type:	Article
Date Type:	Publication
Status:	Published
Schools:	Business (Including Economics)
Publisher:	Taylor & Francis
ISSN:	0091-3367
Last Modified:	31 Oct 2022 10:08
URI:	https://orca.cardiff.ac.uk/id/eprint/83789

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