The Impact of Media Multitasking on the Cognitive and Attitudinal Responses to Television Commercials: The Moderating Role of Type of Advertising Appeal

@article{Kazakova2016TheIO,
  title={The Impact of Media Multitasking on the Cognitive and Attitudinal Responses to Television Commercials: The Moderating Role of Type of Advertising Appeal},
  author={Snezhanka Kazakova and Verolien Cauberghe and Liselot Hudders and Christophe Labyt},
  journal={Journal of Advertising},
  year={2016},
  volume={45},
  pages={403 - 416}
}
In two studies, we explored the effect of media multitasking on viewers' cognitive and attitudinal responses to television commercials and the moderating role of advertising appeals. The limited capacity theory of Lang (2000) that integrates both the motivational and cognitive ability aspects of information processing was used as the theoretical framework. The results of Study 1 show that, in line with previous findings, media multitasking negatively affects cognitive responses but has an… 
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