The effectiveness of advertising among media multitaskers: The effects of argument strength and endorser attractiveness

Ryu, Sann

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https://hdl.handle.net/2142/49602 Copy

Description

Title

The effectiveness of advertising among media multitaskers: The effects of argument strength and endorser attractiveness

Author(s)

Ryu, Sann

Issue Date

2014-05-30T16:51:57Z

Director of Research (if dissertation) or Advisor (if thesis)

Vargas, Patrick T.

Department of Study

Advertising

Discipline

Advertising

Degree Granting Institution

University of Illinois at Urbana-Champaign

Degree Name

M.S.

Degree Level

Thesis

Keyword(s)

• Media Multitaskers
• Media Multitasking
• Advertising
• Information Processing
• Consumer Behavior
• Consumer Perception

Abstract

In recent years, the phenomenon of media multitasking—using more than one medium at a time—has grown remarkably. However, we do not know much about how media multitasking affects the public’s responses to advertising. The purpose of this study is to investigate how people respond to endorser attractiveness and argument strength variables in advertising when attending to multiple media simultaneously. In particular, this study examines how people—varying in the extent to which they chronically engage in media multitasking—attend to substantive issues (i.e., argument strength) and peripheral information (i.e., endorser attractiveness) in advertisements when exposed to a media multitasking environment. In this experiment, I first measure the level of media multitasking and then manipulate the quality of argument strength and endorser attractiveness, then measure cognitive, affective, and behavioral responses, along with content comprehension level. The analyses reveal that participants’ level of media multitasking is positively correlated with free recall for product category and the critical brand. In addition, participants with higher media multitasking propensity have better overall and affective attitudes toward the brand following exposure to ads with weak arguments, while participants with lower media multitasking propensity have better overall and affective attitudes following exposure to ads with strong arguments.

Graduation Semester

2014-05

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http://hdl.handle.net/2142/49602

Copyright and License Information

Copyright 2014 Sann Ryu

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