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Seeing the Big Picture: Multitasking and Memory for the Ad
Unformatted Document Text:  picture and write down what they saw in the scene. In the analytic condition, the small objects were given next to the scene and participants were asked to find those objects, which were embedded in the picture, as many as possible within a limited time. To identify the embedded figures encourages field independence, which is the key feature of analytic thinkers (Nisbett et al, 2001). On the contrary, to focus on the background encourages field dependence, which is the key characteristic of holistic thinkers. In addition to the two main dependent measures used in Study 1a, Study 1b also measured participant’s attention to the ads and perceived difficulty of the computer task. Participant’s attention to the ads was measured by 9-point scale on a statement (1= I paid no attention to the ads and 9 = I paid total attention to the ads. The perceived difficulty of the overall computer task was measured by 9-point scale on a statement of 1 = the overall computer task was not at all difficult and 9 = the overall computer task was very difficult. Finally, participants were asked to rate on 24 items of thinking style scales that were adopted from Choi et al, (2008). Study 1b- Results Due to computer error, the dual-task condition had data from only 7 participants that was usable. Therefore, this condition was dropped from analysis and all results are from the remaining participants in the single or three task conditions (N= 106). To assess participant’s attention to the additional tasks, they had to type the monitored information as it appeared ‘xz’ and ‘.’. This served as a check on the attention as being divided. Participants were also asked to assess their own attention to the ads and the difficulty of the overall computer task. Those in the single task condition reported paying more attention to the ads (M-single= 6.45 vs. M-multi= 5.43), t(99)= 2.25, p<.03) and reported that the overall Seeing the Big Picture: Submitted to AEJMC 2011 14

Authors: Duff, Brittany., Sar, Sela., Oh, Sangdo., Lutchyn, Yulia. and Chinchanachokchai, Sydney.
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background image
picture and write down what they saw in the scene. In the analytic condition, the small objects 
were given next to the scene and participants were asked to find those objects, which were 
embedded in the picture, as many as possible within a limited time. To identify the embedded 
figures encourages field independence, which is the key feature of analytic thinkers (Nisbett et 
al, 2001). On the contrary, to focus on the background encourages field dependence, which is the 
key characteristic of holistic thinkers. 
In addition to the two main dependent measures used in Study 1a, Study 1b also 
measured participant’s attention to the ads and perceived difficulty of the computer task. 
Participant’s attention to the ads was measured by 9-point scale on a statement (1= I paid no 
attention to the ads and 9 = I paid total attention to the ads. The perceived difficulty of the overall 
computer task was measured by 9-point scale on a statement of 1 = the overall computer task 
was not at all difficult and 9 = the overall computer task was very difficult. Finally, participants 
were asked to rate on 24 items of thinking style scales that were adopted from Choi et al, (2008). 
Study 1b- Results
Due to computer error, the dual-task condition had data from only 7 participants that was 
usable. Therefore, this condition was dropped from analysis and all results are from the 
remaining participants in the single or three task conditions (N= 106). To assess participant’s 
attention to the additional tasks, they had to type the monitored information as it appeared ‘xz’ 
and ‘.’. This served as a check on the attention as being divided.  
Participants were also asked to assess their own attention to the ads and the difficulty of 
the overall computer task. Those in the single task condition reported paying more attention to 
the ads (M-single= 6.45 vs. M-multi= 5.43),  t(99)= 2.25, p<.03) and reported that the overall 
Seeing the Big Picture:  Submitted to AEJMC 2011

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