The Underlying Mechanisms of Multiscreening Effects

Claire M. Segijn, Hilde A.M. Voorveld, Edith G. Smit

Research output: Contribution to journalArticlepeer-review

23 Scopus citations

Abstract

Multiscreening, a relatively new form of media multitasking in which people use multiple screens simultaneously, has implications for the effects of persuasive messages due to limited cognitive capacities of people and concurrent modalities of the screens (i.e., both visual). The aim of the study is to examine underlying mechanisms (i.e., recognition, counterarguing, and enjoyment) of the effect of multiscreening on evaluative outcomes (i.e., brand attitude, message attitude, and purchase intention). The experiment (N = 182) showed that both recognition and counterarguing are underlying mechanisms of the effect of multiscreening on evaluative outcomes. Multiscreening has a negative effect on evaluative outcomes by recognition and a positive effect on evaluative outcomes by counterarguing.

Original languageEnglish (US)
Pages (from-to)391-402
Number of pages12
JournalJournal of Advertising
Volume45
Issue number4
DOIs
StatePublished - Oct 1 2016

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