How Multitasking during Video Content Decreases Ad Effectiveness: The Roles of Task Relevance, Video Involvement, and Visual Attention - Sun, Shuoya; Wojdynski, Bartosz; Binford, Matthew T.; Ramachandran, Charan (Journal of promotion management, 2022)
Keywords: attention; Attitudes; Between-subjects design; Congruence; Eye tracking; Media multitasking; Multitasking; program involvement; Relatedness; task relatedness; Tracking; Visual attention