- Everyday multiscreening
- How the simultaneous usage of multiple screens affects information processing and advertising effectiveness
- Award date
- 16 June 2017
- Number of pages
- Document type
- PhD thesis
- Faculty of Social and Behavioural Sciences (FMG)
- Amsterdam School of Communication Research (ASCoR)
Today, people have access to a variety of screens, such as a television, laptop, smartphone, and tablet. Screen saturation and the convergence of these technologies have led to an increase in combining different screens simultaneously, also known as multiscreening. With so many new devices and screens competing for people’s attention, they continue to be distracted. Even though distractions in the form of different screens are ever present, it is still relatively unknown how multiscreening affects information processing and advertising effectiveness compared to single screening. Therefore, the aim of this dissertation is to disentangle the phenomenon of multiscreening and how it affects information processing and advertising effectiveness by: 1) exploring the phenomenon of multiscreening in daily life, 2) examining how multiscreening affects advertising outcomes, and 3) examining the facilitating role of task relevance. This dissertation consists of three parts in line with these three objectives. In total, this dissertation consists of one literature review and four empirical papers, all based on different datasets. This dissertation shows that multiscreening is ingrained into people’s daily lives and it impacts the way people process media content. Moreover, it shows that media messages never stand alone; the way a message is processed can be influenced by the use of additional screens and even media content that is shown on these additional screens. Finally, this dissertation shows that multiscreening is not only detrimental to information processing and advertising effectiveness, but there are some things media content developers can do to facilitate this process.
- Please note that the section 'Acknowledgements (Dankwoord)' (pp. 185-189) is not included in the thesis downloads.
Thesis (Embargo up to and including 16 June 2019)
Chapter 3: Insight into everyday media use with multiple screens (Embargo up to and including 16 June 2019)
Chapter 4: Effects of multiscreening on cognitive advertising outcomes (Embargo up to and including 16 June 2018)
Chapter 5: Effects of multiscreening on affective advertising outcomes (Embargo up to and including 16 June 2018)
Chapter 6: The facilitating role of task relevance (Embargo up to and including 16 June 2019)
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