The Implications of Self-Regulation Difference Between Heavy Versus Light Media Multitaskers For Advertising Effectiveness

Past research suggests that heavy media multitaskers (HMMs) perform worse on tasks that require self-regulation compared to light media multitaskers (LMMs). Our two studies suggest that motivation rather than ability to self-regulate drives these performance differences and consequently that HMMs are more susceptible towards advertising within a media multitasking context.



Citation:

Emma Beuckels, Snezhanka Kazakova, Verolien Cauberghe, Liselot Hudders, and Patrick De Pelsmacker (2017) ,"The Implications of Self-Regulation Difference Between Heavy Versus Light Media Multitaskers For Advertising Effectiveness", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 532-533.

Authors

Emma Beuckels, Ghent University, Belgium
Snezhanka Kazakova, Ghent University, Belgium
Verolien Cauberghe, Ghent University, Belgium
Liselot Hudders, Ghent University, Belgium
Patrick De Pelsmacker, University of Antwerp, Belgium



Volume

NA - Advances in Consumer Research Volume 45 | 2017



Share Proceeding

Featured papers

See More

Featured

How Matte Product Surface Enhances Perceived Durability

Taehoon Park, University of South Carolina, USA
Junghan Kim, Singapore Management University, Singapore

Read More

Featured

Emotion, Scientific Reasoning, and Judgments of Scientific Evidence

Caitlin Drummond, University of Michigan, USA
Baruch Fischhoff, Carnegie Mellon University, USA

Read More

Featured

When Sharing Isn’t Caring: The Influence of Seeking the Best on Sharing Favorable Word of Mouth about Unsatisfactory Purchases

Nicholas J. Olson, Texas A&M University, USA
Rohini Ahluwalia, University of Minnesota, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.