Abstract

The rise of mobile usage, as well as increasing amount of information, contributes to the individual’s inattention to ads and multitasking behavior. In many situations, multitasking has taken attention away from advertising messages, leading to a decrease in message effectiveness. Nonetheless, previous research has shown a potential benefit of multitasking on memory because, in some situations, multitasking could reduce mind wandering, which is a hidden distraction in ad processing. This research compares how different types of secondary tasks (cognitive vs. perceptual) affect ad memory. The results showed that a low perceptual load secondary task increased memory about ad content while decreasing mind wandering. However, cognitive load secondary tasks did not interfere with the cognitive processing more than the control condition.

摘要

移动使用的增加以及信息量的增加导致个人对广告和多任务处理行为的注意力不集中。在许多情况下，多任务处理已将注意力从广告信息上移开，导致信息有效性下降。尽管如此，之前的研究已经表明多任务处理对记忆的潜在好处，因为在某些情况下，多任务处理可以减少走神，这是广告处理中隐藏的分心。这项研究比较了不同类型的次要任务（认知与感知）如何影响广告记忆。结果表明，低感知负荷次要任务增加了对广告内容的记忆，同时减少了走神。然而，认知负荷次要任务并没有比控制条件更多地干扰认知处理。