Jack of All Trades in the Era of Media: Multitasking and Attentional Influences on Advertising Effectiveness By

A large number of research found that multitasking behavior can impair people's explicit memory performance. Television advertisements thus are increasingly being regarded as a waste of money in the era of media when people are used to multitasking to avoid TV advertisements. However, recent studies indicated that the dissociation in attentional resources does not always lead to impairment in implicit memory. The study reported here shows that even though explicit memory can be impaired by the attentional resource dissociation in several attentional modes, implicit memory can remain uninfluenced. Affective evaluations of the exposed advertisements in different attentional modes are also tested.