Having Fun With Candy Crush: Second-Screen Media Multitasking Offers Gratifications and (Possible) Benefits For Advertising

Xin Lu, UIUC, USA
Yilin Ren, UIUC, USA
Shili Xiong, UIUC
Jiachen Yao, UIUC USA
Anlan Zheng, UIUC, USA
Michelle Nelson, UIUC, USA
Previous research has shown that media multitasking can harm advertising effectiveness when audiences avoid commercials. However, interviews with multitaskers revealed psychological needs to feel productive, connected and entertained. Findings show that engaging with a second screen is habitual. It can reduce mind-wandering and enhance fun; thus, possibly increasing exposure to advertising.
[ to cite ]:
Xin Lu, Yilin Ren, Shili Xiong, Jiachen Yao, Anlan Zheng, and Michelle Nelson (2014) ,"Having Fun With Candy Crush: Second-Screen Media Multitasking Offers Gratifications and (Possible) Benefits For Advertising", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 798-798.