Does Multitasking Increase or Decrease Persuasion? Effects of Multitasking on Comprehension and Counterarguing

被引:109
作者
Jeong, Se-Hoon [2 ]
Hwang, Yoori [1 ]
机构
[1] Myongji Univ, Dept Digital Media, Seoul, South Korea
[2] Korea Univ, Sch Media & Commun, Seoul, South Korea
关键词
BACKGROUND TELEVISION; MEDIA EXPOSURE; DISTRACTION; PERFORMANCE; MEMORY; ENTERTAINMENT; INFORMATION; RESISTANCE; INHIBITOR; IMPACT;
D O I
10.1111/j.1460-2466.2012.01659.x
中图分类号
G2 [信息与知识传播];
学科分类号
05 ; 0503 ;
摘要
This study examined the effects of multitasking on persuasion, including comprehension and counterarguing of persuasive messages, which were presented in three different contexts: (a) nonmultitasking with full attention paid to the message, (b) multitasking with primary attention paid to the message, and (c) multitasking with secondary attention paid to the message. Consistent with predictions, the results suggested that multitasking reduced the actual and perceived levels of comprehension and also reduced counterarguing. The implications for research on persuasion are further discussed.
引用
收藏
页码:571 / +
页数:22
相关论文
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