{"id":{"repo_id":"uiuc","oai_identifier":"oai:www.ideals.illinois.edu:2142/78551"},"canonical_url":"https://search.dev.ndltd.org/etd/uiuc/oai:www.ideals.illinois.edu:2142/78551","repository":{"repo_id":"uiuc","name":"University of Illinois - Urbana-Champaign","base_url":"https://www.ideals.illinois.edu/oai-pmh"},"display":{"title":"Jack of all trades in the era of media: multitasking and attentional influences on advertising effectiveness","abstract":"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.","abstract_html":"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.","abstract_has_math":false,"creators":["Zheng, Anlan"],"institution":"University of Illinois at Urbana-Champaign","degree_name":"M.S.","degree_level":"Thesis","degree_discipline":"Advertising","degree_department":null,"school":null,"contributors":[],"advisors":[],"committee_chairs":[],"committee_members":[],"year":2015,"date_issued":"2015-07-22T22:18:10Z","date_published":"2015-07-22T22:18:10Z","updated_at":"2026-07-22T22:26:11Z","subjects":["Multitasking","Advertising Effectiveness"],"languages":["en"],"rights":["Copyright 2015 Anlan Zheng"],"rights_urls":[],"identifier_entries":[]},"links":{"outbound_url":"http://hdl.handle.net/2142/78551","outbound_label":"Handle","outbound_source":"dc:identifier"},"metadata_groups":[{"id":"people","label":"People","entries":[{"key":"dc:creator","label":"Author","values":["Zheng, Anlan"]}]},{"id":"academic_context","label":"Academic Context","entries":[{"key":"dc:date","label":"Dc Date","values":["2015-07-22T22:18:10Z","2015-05","2015-04-30","2015-5"]},{"key":"dc:type","label":"Dc Type","values":["text"]},{"key":"thesis:degree_discipline","label":"Discipline","values":["Advertising"]},{"key":"thesis:degree_level","label":"Degree Level","values":["Thesis"]},{"key":"thesis:degree_name","label":"Degree Name","values":["M.S."]},{"key":"thesis:institution_name","label":"Thesis Institution Name","values":["University of Illinois at Urbana-Champaign"]}]},{"id":"subjects_keywords","label":"Subjects and Keywords","entries":[{"key":"dc:subject","label":"Dc Subject","values":["Multitasking","Advertising Effectiveness"]}]},{"id":"language_rights","label":"Language and Rights","entries":[{"key":"dc:language","label":"Dc Language","values":["en"]},{"key":"dc:rights","label":"Dc Rights","values":["Copyright 2015 Anlan Zheng"]}]},{"id":"identifiers","label":"Identifiers","entries":[{"key":"dc:identifier","label":"Identifier","values":["http://hdl.handle.net/2142/78551"]}]},{"id":"additional","label":"Additional Metadata","entries":[{"key":"dc:description","label":"Description","values":["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.","Submission original under an indefinite embargo labeled 'Open Access'. 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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.","Submission original under an indefinite embargo labeled 'Open Access'. The submission was exported from vireo on 2015-07-22 without embargo terms","The student, Anlan Zheng, accepted the attached license on 2015-04-29 at 16:17.","The student, Anlan Zheng, submitted this Thesis for approval on 2015-04-29 at 16:28.","This Thesis was approved for publication on 2015-04-30 at 11:08.","DSpace SAF Submission Ingestion Package generated from Vireo submission #8197 on 2015-07-22 at 10:34:55","Made available in DSpace on 2015-07-22T22:18:10Z (GMT). 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