Media Multitasking and Visual Attention: Switch Triggers in Context and Content

S. Adam Brasel, Boston College, USA
James Gips, Boston College, USA
As media multitasking becomes dominant, the need to explore the process of splitting attention across media grows. Through video recordings and eye-tracking methods, the current work establishes switching rates in simultaneous TV and computer use, explores effects of media multitasking on memory, and outlines triggers that encourage or discourage switching.
[ to cite ]:
S. Adam Brasel and James Gips (2014) ,"Media Multitasking and Visual Attention: Switch Triggers in Context and Content", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 146-150.