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

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.



Citation:

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.

Authors

Sydney Chinchanachokchai, University of Illinois, USA
Brittany Duff, University of Illinois, USA
Robert S. Wyer, University of Illinois, USA



Volume

NA - Advances in Consumer Research Volume 38 | 2011



Share Proceeding

Featured papers

See More

Featured

From Country-of-origin to Country-of-Consumption: The Institutional Journey of Consumer Trust in Food

Caixia Gan, University of Auckland, New Zealand
Denise M Conroy, University of Auckland, New Zealand
Michael SW Lee, University of Auckland, New Zealand

Read More

Featured

That's Just Plain Creepy: Understanding Consumer Responses to Personalized Food Products That Resemble People

Freeman Wu, Vanderbilt University, USA
Adriana Samper, Arizona State University, USA
Andrea Morales, Arizona State University, USA
Gavan Fitzsimons, Duke University, USA

Read More

Featured

Secret Consumption in Close Relationships

Kelley Gullo, Duke University, USA
Danielle J Brick, University of New Hampshire
Gavan Fitzsimons, Duke University, 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.