Can’T See the Forest For the Trees? Media Multitasking Leads to Local Perceptual Processing and Concrete Construals in Subsequent Tasks

We compared media multitasking to traditional, sequential media exposure. In Study 1, media multitasking led to more local processing during a subsequent geometric comparison task. In Study 2, behaviors were rated more concretely after multitasking with media. Study 3 confirmed that switching between different information streams likely drives these effects.



Citation:

Snezhanka Kazakova, Veroline Cauberghe, Mario Pandelaere, and Patrick De Pelsmacker (2013) ,"Can’T See the Forest For the Trees? Media Multitasking Leads to Local Perceptual Processing and Concrete Construals in Subsequent Tasks", in E - European Advances in Consumer Research Volume 10, eds. Gert Cornelissen, Elena Reutskaja, and Ana Valenzuela, Duluth, MN : Association for Consumer Research, Pages: 224-225.

Authors

Snezhanka Kazakova, Ghent University, Belgium
Veroline Cauberghe, Ghent University, Belgium
Mario Pandelaere, Ghent University, Belgium
Patrick De Pelsmacker, University of Antwerp, Belgium



Volume

E - European Advances in Consumer Research Volume 10 | 2013



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