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Seeing the Big Picture: Multitasking and Memory for the Ad
Unformatted Document Text:  computer task was less difficult than did those in the three (multi) task group (M-single= 2.97 vs. M-multi= 3.68), t(99)= 1.85, p <.05). Brand-Scene Matching. A 2 (priming: analytic vs. holistic) x 2 (task: single vs. three tasks) ANOVA performed on the number of correct brand-scene matching revealed a marginally significant main effect of secondary task F(1, 102) = 3.80, p < .05). Participants made more correct brand-scene matches only a single task was required (M-single task = 3.85,vs. M-three tasks = 2.90). This main effect of additional tasks was qualified by the predicted two-way interaction F(1, 102) = 4.00, p < .05; see figure 5). Planned comparisons revealed that participants primed with analytic style processing made greater number of correct brand-scene matches when they had only a primary task than when they had three tasks (M-single task = 4.23 vs. M-three tasks = 2.35), t(51) = 3.26, p < .01). However, participants in the holistic priming condition did not differ number of correct brand-scene match with the engagement in secondary tasks (M-single task = 3.50 vs. M-three tasks = 3.52), t(51) = .03, p > .98). Additionally, participants primed who were primed with holistic processing outperformed those who received analytic priming in the brand-scene matching task when they were engaged in two additional tasks (M-three tasks+holistic = 3.5 vs. M-three tasks+analytic = 2.35, t(42) = 1.79, p < .05). Results of two studies (Study 1a and 1b) converged to provide strong evidence that analytic thinking style had negative effects on memory of ad information, whereas holistic thinking did not have negative effects on memory of ad information. Study 1a measured trait of thinking style and Study 1b primed thinking style. The findings of brand-scene-matching task in both studies were clearly supported the proposed theory. To strengthen the findings of the effects of thinking style and multitasking on memory of Seeing the Big Picture: Submitted to AEJMC 2011 15

Authors: Duff, Brittany., Sar, Sela., Oh, Sangdo., Lutchyn, Yulia. and Chinchanachokchai, Sydney.
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computer task was less difficult than did those in the three (multi) task group (M-single= 2.97 vs. 
M-multi= 3.68), t(99)= 1.85, p <.05).  
Brand-Scene Matching. A 2 (priming: analytic vs. holistic) x 2 (task: single vs. three 
tasks) ANOVA performed on the number of correct brand-scene matching revealed a marginally 
significant main effect of secondary task F(1, 102) = 3.80, p < .05). Participants made more 
correct brand-scene matches only a single task was required (M-single task = 3.85,vs. M-three 
tasks = 2.90). This main effect of additional tasks was qualified by the predicted two-way 
interaction F(1, 102) = 4.00, p < .05; see figure 5). Planned comparisons revealed that 
participants primed with analytic style processing made greater number of correct brand-scene 
matches when they had only a primary task than when they had three tasks (M-single task = 4.23 
vs. M-three tasks = 2.35), t(51) = 3.26, p < .01). However, participants in the holistic priming 
condition did not differ number of correct brand-scene match with the engagement in secondary 
tasks (M-single task = 3.50 vs. M-three tasks = 3.52), t(51) = .03, p > .98). Additionally, 
participants primed who were primed with holistic processing outperformed those who received 
analytic priming in the brand-scene matching task when they were engaged in two additional 
tasks (M-three tasks+holistic = 3.5 vs. M-three tasks+analytic = 2.35, t(42) = 1.79, < .05).
Results of two studies (Study 1a and 1b) converged to provide strong evidence that 
analytic thinking style had negative effects on memory of ad information, whereas holistic 
thinking did not have negative effects on memory of ad information. Study 1a measured trait of 
thinking style and Study 1b primed thinking style. The findings of brand-scene-matching task in 
both studies were clearly supported the proposed theory. 
To strengthen the findings of the effects of thinking style and multitasking on memory of 
Seeing the Big Picture:  Submitted to AEJMC 2011

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