How Multitasking during Video Content Decreases Ad Effectiveness: The Roles of Task Relevance, Video Involvement, and Visual Attention

In a 3 (secondary task: none, related, unrelated) x 2 (ad-video congruence: high/low) between-subjects eye-tracking experiment, participants (N = 153) watched a 9-minute video documentary segment containing one mid-roll video ad while their visual attention to the screen was recorded. Participants i...

Full description

Saved in:
Bibliographic Details
Published inJournal of promotion management Vol. 28; no. 1; pp. 91 - 109
Main Authors Sun, Shuoya, Wojdynski, Bartosz, Binford, Matthew T., Ramachandran, Charan
Format Journal Article
LanguageEnglish
Published Binghamton Routledge 2022
Taylor & Francis Ltd
Subjects
attention
Attitudes
Between-subjects design
Congruence
Eye tracking
Media multitasking
Multitasking
program involvement
Relatedness
task relatedness
Tracking
Visual attention
Online AccessGet full text

Cover

More Information
Summary:In a 3 (secondary task: none, related, unrelated) x 2 (ad-video congruence: high/low) between-subjects eye-tracking experiment, participants (N = 153) watched a 9-minute video documentary segment containing one mid-roll video ad while their visual attention to the screen was recorded. Participants in two-thirds of the conditions also read two online articles on a mobile device during the video. Results show effects for both multitasking and task relatedness on attention to the ad and attitudes toward the ad, through distinct pathways. Specifically, multitasking reduced attention to the ad. Moreover, multitasking on an unrelated task lowered attitudes toward the ad by decreasing program involvement and the subsequent attention to the ad.
Bibliography:ObjectType-Article-1
SourceType-Scholarly Journals-1
ObjectType-Feature-2
content type line 14
ISSN:1049-6491
1540-7594
DOI:10.1080/10496491.2021.1955081