Earticle

초록

영어

This study examined the effects of message consistency (vs. variation) across multiple ads, and the moderating role of media multitasking. Based on the capacity model of attention (Kahneman, 1973), we predicted that message consistency (vs. variation) across multiple ads could be more beneficial when audiences multitask. The present study examined the impact of message consistency and media multitasking on brand recognition in Experiment 1. Then, it examined the impact of message consistency and media multitasking on both cognitive and attitudinal outcomes in Experiment 2. Results of two experiments showed that the effect of message consistency on brand recognition was moderated by media multitasking such that the positive impact of message consistency on brand recognition was found when multitasking, but not when single-tasking. In terms of attitudinal outcomes (attitude toward the ad and attitude toward the brand), however, media multitasking did not moderate the impact of message consistency. The findings suggest that consistent advertising messages might be beneficial when multitasking; however, this might not hold when single-tasking. Because processing of consistent advertising messages would be more efficient compared to varied advertising messages, consistent advertising could be remembered better than varied advertising when consumers multitask. Theoretical and practical implications of these findings are discussed.

목차

Abstract
1. Introduction
2. Rationale
1) Message Consistency vs. Variation across Multiple Ads
2) Media Multitasking
3) The Moderating Role of Media Multitasking
3. Experiment 1
1) Methods
2) Results
3) Discussion
4. Experiment 2
1) Methods
2) Results
5. General Discussion
References
Appendix

키워드

저자

• Se-Hoon Jeong [ Professor, School of Media and Communication, Korea University ] First author
• Minhwa Jung [ PhD. Student, School of Media and Communication, Korea University ] Corresponding Author
• Young-eun Kim [ PhD. Candidate, School of Media and Communication, Korea University ] Co-Author

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  한국소통학보 [Journal of Speech, Media & Communication Research]

• 간기

  계간

• pISSN

  1598-7752

• 수록기간

  2002~2026

• 등재여부

  KCI 등재

• 십진분류

  KDC 802 DDC 800