Abstract

The purpose of this study was to investigate the effect of program-induced engagement on the amount of media multitasking (MM) and its subsequent impact on ad memory. It explored how brand familiarity attenuates or aggravates the detrimental effects of MM on cognitive evaluation of ads. Two lab-based experiments were conducted. The findings of the experiment were three-fold. First, the findings indicate that when the programs were affectively engaging, programs with a high level of cognitive engagement led to a lower level of overall media multitasking than programs with a low level of cognitive engagement. This occurred not only during the programs, but also during the commercial breaks. Second, the findings indicate that even in the same media multitasking situation, people who watched a program with high cognitive engagement reported a higher level of ad memory than people who watched a program with low cognitive engagement suggesting an attention spillover effect. Third, the findings suggest the possible moderating role of brand familiarity. Brands with a high level of familiarity seem to have reduced the memory deficit effect of media multitasking.

摘要

本研究的目的是调查程序引起的参与对媒体多任务 (MM) 数量的影响及其对广告记忆的后续影响。它探讨了品牌熟悉度如何减弱或加剧 MM 对广告认知评估的不利影响。进行了两个基于实验室的实验。实验的结果是三倍的。首先，研究结果表明，当程序具有情感吸引力时，与认知参与度低的程序相比，认知参与度高的程序导致整体媒体多任务处理水平较低。这不仅发生在节目中，也发生在广告时段。其次，研究结果表明，即使在同一媒体多任务处理的情况下，观看认知参与度高的节目的人报告的广告记忆水平高于观看认知参与度低的节目的人，这表明存在注意力溢出效应。第三，研究结果表明品牌熟悉度可能具有调节作用。熟悉度高的品牌似乎减少了媒体多任务处理的记忆缺失效应。