2026-09-21T21:42:46Z https://www.ideals.illinois.edu/oai-pmh

oai:www.ideals.illinois.edu:2142/49602 2023-07-11 col_2142_5131 col_2142_49999 com_2142_5130 com_2142_49998 com_2142_16323

Made available in DSpace on 2014-05-30T16:51:57Z (GMT). No. of bitstreams: 3 Sann_Ryu.pdf: 7114433 bytes, checksum: cc36767aa19a41884aaced0144b430ac (MD5) Ryu_Sann.docx: 7873123 bytes, checksum: 9b1589027e02e90087a1b027c047944e (MD5) license.txt: 4056 bytes, checksum: 977a1be7a1780986bc500b6c9ff3bbf0 (MD5) Vargas, Patrick T. Ryu, Sann 2014-05-30T16:51:57Z 2014-05-30T16:51:57Z 2014-05 2014-05-30T16:51:57Z 2014-05 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. Item withdrawn by Laura Spradlin (lspradl2@illinois.edu) on 2014-04-24T22:48:30Z Item was in collections: University of Illinois Theses & Dissertations (ID: 1) No. of bitstreams: 3 Ryu_Sann.pdf: 7093123 bytes, checksum: e8eec43b0d0a7c6712042fc56488e11e (MD5) Ryu_Sann.docx: 7866522 bytes, checksum: 860723d6ec2a0d637234b939f0d414ca (MD5) Ryu_Sann.pdf: 7096966 bytes, checksum: 8ba1511794749136fba38560fea2707d (MD5) http://hdl.handle.net/2142/49602 en Copyright 2014 Sann Ryu Media Multitaskers Media Multitasking Advertising Information Processing Consumer Behavior Consumer Perception The effectiveness of advertising among media multitaskers: The effects of argument strength and endorser attractiveness text Advertising 1408 Advertising 0277 University of Illinois at Urbana-Champaign Thesis M.S. MS:Advertising -UIUC 10KS0277MS