Work

Jack of all trades in the era of media: multitasking and attentional influences on advertising effectiveness

Year: 2015

Type: article

Abstract: A large number of research found that multitasking behavior can impair people’s explicit memory performance. Television advertisements thus are increasingly being regarded as a waste of money in the era of media when people are used to multitasking to avoid TV advertisements. However, recent studies indicated that the dissociation in attentional resources does not always lead to impairment in implicit memory. The study reported here shows that even though explicit memory can be impaired by the attentional resource dissociation in several attentional modes, implicit memory can remain uninfluenced. Affective evaluations of the exposed advertisements in different attentional modes are also tested.

Source: Illinois Digital Environment for Access to Learning and Scholarship (University of Illinois at Urbana-Champaign)

Author: Anlan Zheng

Language: English

Topic: Memory Processes and Influences

Subfield: Cognitive Neuroscience

Field: Neuroscience

Domain: Life Sciences

Open Access status: green

OpenAlex ID: W2585061971

FWCI:

Cites: 23

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Related to: 10