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Seeing the Big Picture: Multitasking and Memory for the Ad
Unformatted Document Text:  References Alperstein, Neil (2005), “Living in an age of distraction: Multitasking and simultaneous media use and the implications for advertisers,” Working paper. Advertising Age (March 23, 2011), “CBS: Viewers Age and Sex Shouldn’t Matter to Marketers”, Andrade, J (2009), “What does doodling do?” Applied Cognitive Psychology, Aylesworth, B.A. and MacKenzie B. S. (1998), “Context is key: The effect of program-induced mood on thoughts about the ad”, Journal of Advertising, 27 (Summer), 17-33. Beukeboom, C. J. & Semin R.G. (2006). “How mood turns language”, Journal of Experimental Social Psychology, 42, 553-566. Bousfield, A. K. and Bousfield, W.A. (1966), “Measurement of clustering and of sequential constancies in repeated free recall”. Psychological Reports, 19 (December), 935-942. Bower, Gordon (1981), “Mood and Memory,” American Psychologist, 36, 129-148. Braun-LaTour, Kathryn and Gerald Zaltman (2006), “Memory Change: An Intimate Measure of Persuasion,” Journal of Advertising Research, March, 57-72. Burke, Raymond and Thomas Srull (1988), “Competitive Interference and Consumer Memory for Advertising,” Journal of Consumer Research, 15, 55-68. Choi, Incheol, Hyekyung Park, Reeshad Dalal, and Chu Kim Prieto (2003). Culture and Judgment of Causal Relevance. Journal of Personality and Social Psychology, Vol. 84, No. 1, 46–59. Choi, Incheol, Minkyung Koo, and John An Choi (2007). Individual differences in analytic versus holistic thinking. Personality and Social Psychology Bulletin, Vol. 33 No. 5, 691-705. Chowdhury, Rafi, Adam Finn and G. Douglas Olsen (2007), “Investigating the Simutaneous Presentation of Advertising and Television Programming,” Journal of Advertising, 36(3), 85-96. Derryberry, Douglas and Marjorie Reed (2002), “Anxiety-Related Attentional Biases and Their Regulation by Attentional Control,” Journal of Abnormal Psychology, 111(2), 227-236. Greenwald, Anthony and Clark Leavitt (1984), “Audience Involvement in Advertising: Four Levels,” Journal of Consumer Research, 11, 581-591. Seeing the Big Picture: Submitted to AEJMC 2011 26

Authors: Duff, Brittany., Sar, Sela., Oh, Sangdo., Lutchyn, Yulia. and Chinchanachokchai, Sydney.
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Alperstein, Neil (2005), “Living in an age of distraction: Multitasking and simultaneous media 
use and the implications for advertisers,” Working paper.
Advertising Age (March 23, 2011), “CBS: Viewers Age and Sex Shouldn’t Matter to 
Andrade, J (2009), “What does doodling do?” Applied Cognitive Psychology, 
Aylesworth, B.A. and MacKenzie B. S. (1998), “Context is key: The effect of program-induced 
mood on thoughts about the ad”, Journal of Advertising, 27 (Summer), 17-33.
Beukeboom, C. J. & Semin R.G. (2006). “How mood turns language”, Journal of Experimental 
Social Psychology, 42, 553-566.
Bousfield, A. K. and Bousfield, W.A. (1966), “Measurement of clustering and of sequential 
constancies in repeated free recall”. Psychological Reports, 19 (December), 935-942.
Bower, Gordon (1981), “Mood and Memory,” American Psychologist, 36, 129-148.
Braun-LaTour, Kathryn and Gerald Zaltman (2006), “Memory Change: An Intimate Measure of 
Persuasion,” Journal of Advertising Research, March, 57-72.
Burke, Raymond and Thomas Srull (1988), “Competitive Interference and Consumer Memory 
for Advertising,” Journal of Consumer Research, 15, 55-68. 
Choi, Incheol, Hyekyung Park, Reeshad Dalal, and Chu Kim Prieto (2003). Culture and 
Judgment of Causal Relevance. Journal of Personality and Social Psychology, Vol. 84, 
No. 1, 46–59. 
Choi, Incheol, Minkyung Koo, and John An Choi (2007). Individual differences in analytic 
versus holistic thinking. Personality and Social Psychology Bulletin, Vol. 33 No. 5, 691-
Chowdhury, Rafi, Adam Finn and G. Douglas Olsen (2007), “Investigating the Simutaneous 
Presentation of Advertising and Television Programming,” Journal of Advertising, 36(3), 
Derryberry, Douglas and Marjorie Reed (2002), “Anxiety-Related Attentional Biases and Their 
Regulation by Attentional Control,” Journal of Abnormal Psychology, 111(2), 227-236.
Greenwald, Anthony and Clark Leavitt (1984), “Audience Involvement in Advertising: Four 
Levels,” Journal of Consumer Research, 11, 581-591.
Seeing the Big Picture:  Submitted to AEJMC 2011

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