The fragmented mind : exploring the measurement and consequences of media multitasking behavior
Year: 2014
Type: dissertation
Abstract: This dissertation focuses on media multitasking, media viewers’ tendency to combine media, consuming them simultaneously on a single or on multiple devices (Yeykelis, Cummings, & Reeves, 2014). Media multitasking represents a large portion of the total time spent with media today (Foehr, 2006). However, since it is a recent phenomenon, research on the topic is still in its early stages. Previous studies have explored the frequency of media multitasking as well as its negative impact of media multitasking on learning, memory, and general task performance (Pool, Koolstra, & Van der Voort, 2003; Hembrooke & Gay, 2003; Lin, Robertson, & Lee, 2009; Fox, Rosen, & Crawford, 2009). The first two chapters of this dissertation aim to deepen our knowledge of the implications of combining media for both media content and the advertising stimuli embedded in it. In the third chapter, we explore the link between media multitasking frequency and the self-regulation of behaviour. The last chapter attempts to shorten an existing measure of media multitasking frequency and specialize it by profiling media multitaskers according to their media use motivations. Although the chapters explore a variety of topics and dependent variables, their general aim is to advance current knowledge of the media multitasking phenomenon and foster future research in the field. Below, we provide a brief summary of the findings and contributions of each chapter.
Author: Snezhanka Kazakova
Language: English
Subfield: Information Systems and Management
Field: Decision Sciences
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W2272463097