The Effect of Program Genre on Modes of Media Multitasking and Ad Processing

Despite many studies on the effect of MM advertising, previous considered a homogenous phenomenon. Further, whether and how media-related factors predict different modes this behavior affects ad processing has been unknown. To fill gap, purpose study was to examine (a) program-genre occurrence media multitasking (MM; utilitarian vs. hedonic MM) (b) influence way viewers process ads primary screen (i.e., computer screen). A lab-based experiment yielded data for testing hypotheses. The findings suggest that can be classified into two distinct modes: MM. show participants who watched sitcom tended engage in higher amount than those suspenseful drama; however, both groups engaged comparable also indicate demonstrated lower level memory drama. current provides meaningful theoretical implications. useful implications advertising practitioners marketers.