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
Share Proceeding
Featured papers
See MoreFeatured
Increasing Tax Salience Alters Investment Behavior
Abigail Sussman, University of Chicago, USA
Daniel Egan, Betterment
Sam Swift, Bowery Farming
Featured
The Role of Expectations About Changes in Wealth in Discounting Decisions
Abigail Sussman, University of Chicago, USA
Oleg Urminsky, University of Chicago, USA
Shweta Desiraju, University of Chicago, USA
Featured
When Small Predicts Large: The Effect of Initial Small Contributions on Subsequent Contributions in a Crowdfunding Project
Tingting Fan, Chinese University of Hong Kong, China
Leilei Gao, Chinese University of Hong Kong, China
Yael Steinhart, Tel Aviv University, Israel