Seeing the Big Picture: Multitasking and Perceptual Processing Influences on Ad Recognition

Abstract

Media multitasking has been shown to have negative consequences for ad memory. However, there may be situations and individuals for which multitasking is not always detrimental to memory for ads. Two studies explored how analytic and holistic processing styles (trait or mood induced) affect perceptual processing. Similar to previous findings, people processing in an analytic style showed decreased ad recognition when performing multiple tasks; however, ad recognition did not decrease for people processing holistically. People who were processing holistically also demonstrated better recollection memory for the ads seen while multitasking than did analytic processors. Differences in advertising recognition measures (familiarity and recollection), load types, and implications for advertising are also discussed.

ACKNOWLEDGMENTS

The authors would like to thank Sangdo Oh and Sydney Chinchanachokchai for their assistance with stimulus creation and data collection.

Funding

This research was funded by a grant from the American Academy of Advertising to the first author.