A Meta-Analysis into Multiscreening and Advertising Effectiveness: Direct Effects, Moderators, and Underlying Mechanisms

A Meta-Analysis of the Effects of Disclosing Sponsored Content

“…The final outcome variables of recall and attitude are not independent of each other. Therefore, we included a path from memory to brand attitudes, which is in line with prior research that provided evidence that memory could be used as a source of judgments and evaluations (Carpenter and Boster 2013;Hastie and Park 1986;Segijn and Eisend 2019).…”

Related Multiscreening as a Strategy to Retain Audiences and Increase Persuasion During a Commercial Break

“…As predicted by the theory of threaded cognition, meta-analyses have shown that multi-taskers remember less when they combine unrelated tasks, compared to related ones (Jeong & Hwang, 2016;Segijn & Eisend, 2019). In these studies, the researchers examined different media multi-tasking studies and coded whether their tasks were related to each other.…”

“…During the past few years, numerous studies have examined the persuasive effect of combining screens during exposure to media messages. For example, research has shown that multi-screeners remember fewer brands (e.g., Angell, Gorton, Sauer, Bottomley, & White, 2016;Segijn & Eisend, 2019) and are more persuaded than singlescreeners (e.g., Chinchanachokchai, Duff, & Sar, 2015;Kazakova, Cauberghe, Hudders, & Labyt, 2016). The examination of multiscreening and persuasion is critical, given that audiences engage in these behaviors on a daily basis (Nielsen, 2018;Voorveld & van der Goot, 2013) and this can have detrimental effects on processing of advertising (Segijn & Eisend, 2019), thereby making multiscreening one of the biggest challenges in the industry (Tiltman, 2013).…”

“…The effects of related media multitasking have also received scholarly attention (Angell et al, 2016;Segijn, Voorveld, & Smit, 2017a;Van Cauwenberge, Schaap, & van Roy, 2014). Meta-analyses have shown that multitaskers remember less media content when they engage in unrelated tasks compared to related tasks (Jeong & Hwang, 2016;Segijn & Eisend, 2019). A recent study found that related multiscreening can lead to more attention being paid to television content and subsequently more program involvement (i.e., motivated state, signifying interest induced by the television program; Moorman, Neijens, & Smit, 2007), thereby increasing persuasion (Segijn et al, 2017a).…”

Means Of Manipulation In American And Russian Commercials: Gender Perspective

“…Quite a number of studies have observed and keep observing gender roles and their relation to media and advertising effectiveness (March et al, 2015;Mavin et al, 2016;Neuman, 2016;Segijn & Eisend, 2018). https://doi.org/10.15405/epsbs.2020.11.03.39 Corresponding Author: Natal'ya A. Savina Selection and peer-review under…”