How multitasking during video content decreases ad effectiveness : the roles of task relevance, video involvement, and visual attention
Shuoya Sun, Bartosz Wojdynski, Matthew T. Binford, and Charan Ramachandran
| Year of publication: |
2022
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|---|---|
| Authors: | Sun, Shuoya ; Wojdynski, Bartosz W. ; Binford, Matthew T. ; Ramachandran, Charan |
| Published in: |
Journal of promotion management : innovations in planning and applied research. - [Erscheinungsort nicht ermittelbar] : Routledge, ISSN 1540-7594, ZDB-ID 2112907-1. - Vol. 28.2022, 1, p. 91-109
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| Subject: | attention | Media multitasking | program involvement | task relatedness | Mediennutzung | Media usage | Werbewirkung | Advertising effects | Wahrnehmung | Perception | Multimedia | Konsumentenverhalten | Consumer behaviour |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/10496491.2021.1955081 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012801957