Project: Media-Multitasking: the advertiser’s dream or nightmare? An experimental study to investigate the impact of media-multitasking on advertising processing and efectiveness.
2016-01-01 – 2020-10-31
- Abstract
The main objective of this study is to identify new opportunities that arise from media-multitasking behaviour in order to improve advertising effectiveness. This goal will be achieved by 2 sub objectives:
- Getting a deep insight in the processing of advertisements while media-multitasking.
- Investigating how ads van be optimized within a media-multitasking context with the aim to increase their effectiveness.
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- Conference Paper
- C1
- open access
Seeing, remembering and liking : the impact of media multitasking on advertising attention, memory and attitudes among children and adults
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Navigating through today’s media landscape : how media multitasking with television and internet affects advertising responses
(2020) -
An experimental study investigating children’s versus adults’ responses to TV advertising in a media multitasking context
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Freedom makes you lose control : executive control deficits for heavy versus light media multitaskers and the implications for advertising effectiveness
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The impact of advertising congruity and dynamics in a media multitasking context
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- Conference Paper
- C1
- open access
An experimental study to investigate the impact of image interactivity on the perception of luxury in an online shopping context
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The implications of self-regulation difference between heavy versus light media multitaskers for advertising effectiveness
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How media multitasking reduces advertising irritation : the moderating role of the Facebook wall
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The implications of self-regulation difference between heavy versus light media multitaskers for advertising effectiveness
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An experimental study to investigate the impact of image interactivity on the perception of luxury in an online shopping context