Work

Media multitasking, counterarguing, and brand attitude: Testing the mediation effects of advertising attention and cognitive load

Year: 2022

Type: article

Source: Computers in Human Behavior

DOI: 10.1016/j.chb.2022.107544

Authors: Yuhmiin Chang, Esther Thorson

Institutions: Michigan State University, National Chengchi University

Language: English

Topic: Marketing and Advertising Strategies

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: closed

Funder: Ministry of Science and Technology, Taiwan

Award: Media Multitasking: Media Hierarchy, Counterarguing, and Mood Repair

OpenAlex ID: W4307697690

FWCI: 5.759

Cites: 70

Cited by: 38

Related to: 10