Multitasking on a Single Device: Arousal and the Frequency, Anticipation, and Prediction of Switching Between Media Content on a Computer

Abstract

This study measured arousal responses to multitasking by recording switches between content on personal computers over a day. Results showed that switches occurred every 19 seconds, more often than has been reported in previous research. Arousal was highest at the point of a switch with declines in skin conductance afterward. Switches were also preceded by a 12‐second period of increasing skin conductance. 2 new methods were used, one an original application that recorded screen shots, and another that measured changes in skin conductance during the day using a wrist sensor. Results are discussed in light of increasing use of single devices displaying multiple types of content, rather than multitasking that occurs when attention is divided between content on multiple devices.

How advertising in offline media drives reach of and engagement with brands on Facebook

“…More importantly, online advertising on Facebook might not only drive engagement with brands on Facebook due to its immediacy, but also due to its proximity. As advertising on Facebook and engagement with brands take place on the same device and even the same platform, this might induce less switching costs for consumers (Yeykelis, Cummings, and Reeves 2014) than switching between different devices or media. Therefore, it is much more convenient for consumers to engage with brands on Facebook if they are exposed to the ads of that brand on Facebook than in other media such as TV and radio.…”

Dealing with media distractions: an observational study of computer-based multitasking among children and adults in the Netherlands

“…In the case of computer-based multitasking, switching happens in a serial manner (i.e., switching between different tabs on a computer) rather than concurrently (i.e., listing to music while reading a book). According to Yeykelis et al (2014) computer-based multitasking may be internally or externally driven. A switch is externally driven when attention is guided to other media content by an external trigger, for example, when attention to a homework task is interrupted due to a pop-up notification of an incoming mail (Adler & Benbunan-Fich, 2012;Yeykelis et al, 2014).…”

“…According to Yeykelis et al (2014) computer-based multitasking may be internally or externally driven. A switch is externally driven when attention is guided to other media content by an external trigger, for example, when attention to a homework task is interrupted due to a pop-up notification of an incoming mail (Adler & Benbunan-Fich, 2012;Yeykelis et al, 2014). A switch is internally driven if someone actively chooses to switch from one media content to another on account of a specific psychological state, such as boredom.…”

Individuals’ preference for multiple media use – underlying motives

“…In accordance with Brasel and Gips (2011) and Yeykelis et al, (2014), there is clear evidence of temporary pauses in multitasking, which allow multiple media to be managed more effectively by individual media users. While previous empirical work examines combinations of multiple media use and selected antecedents of media multitasking, this is the first reported study to provide a detailed explanation of the underlying motives of individuals' preference for multitasking with media (polychronicity).…”

“…The behavioural phenomenon of multiple media use is examined in a limited number of empirical studies; where combinations of multiple media use and rate of switching behaviour are investigated (for example, Bardhi et al, 2010;Brasel and Gips, 2011;Carrier et al, 2015;Foehr, 2006;Pilotta and Shultz, 2005;Yeykelis et al, 2014). A variety of prevalent media combinations are revealed in extant empirical work, including: television with Internet or newspapers; radio with newspapers; email with text and instant messaging with music (Pilotta et al, 2004;Pilotta and Shultz, 2005;Carrier et al 2015).…”