Who Said Multitasking Is Bad? the Benefits of Doing Two Things At the Same Time

Sydney Chinchanachokchai, University of Illinois, USA
Brittany Duff, University of Illinois, USA
Robert S. Wyer, University of Illinois, USA
Consumers often are exposed to ads while they are multitasking. This study examines multitasking behavior in the advertising context and shows that when people are exposed to a high involvement ad, performing another task is distracting and leads to a decrease in ad-related memory. Interestingly, for a low involvement ad, a low-demand secondary task actually increases ad-related memory.
[ to cite ]:
Sydney Chinchanachokchai, Brittany Duff, and Robert S. Wyer (2011) ,"Who Said Multitasking Is Bad? the Benefits of Doing Two Things At the Same Time", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.