Seeing the Big Picture: Multitasking and Memory for the Ad
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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, 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