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作者 Rask, Amy Genette Tilley
書名 Message system complexity as a factor in information processing: Implications for media multitasking
國際標準書號 9780549874409
book jacket
說明 145 p
附註 Source: Dissertation Abstracts International, Volume: 69-10, Section: A, page: 3794
Adviser: Kimberly Bissell
Thesis (Ph.D.)--The University of Alabama, 2008
The influence of three important factors on ad processing was investigated: program complexity, ad complexity, and secondary task complexity. Thoroughness of ad processing was measured using free recall, cued recall, and recognition measures. In addition, effects of the independent variables on purchase intention, attitude towards the brand, heart rate, and electrodermal activity were assessed. Participants were recruited from a participant pool at the Interactive Television Research Institute, Murdoch University, Western Australia, and were given a $25 gift voucher for participation. A within-subjects experimental design was utilized so that all participants (N = 107) were exposed to all conditions
Pretests confirmed the complexity levels of all stimuli. Guided by a limited capacity model of cognitive processing, this research aimed to reveal the largest factor that influences ad processing in a media multitasking situation. Results strongly support the notion that a secondary task has a detrimental influence on the thoroughness of processing simultaneously presented messages. It is also evident that, in a multitasking situation, ads which are low in complexity are more fully processed than those that are high in complexity. Program complexity did not seem to have a major influence over these measures and no difference was found between processing of ads during simple and complex tasks
School code: 0004
Host Item Dissertation Abstracts International 69-10A
主題 Psychology, Cognitive
Mass Communications
Alt Author The University of Alabama
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