{"id":{"repo_id":"uiuc","oai_identifier":"oai:www.ideals.illinois.edu:2142/92838"},"canonical_url":"https://search.dev.ndltd.org/etd/uiuc/oai:www.ideals.illinois.edu:2142/92838","repository":{"repo_id":"uiuc","name":"University of Illinois - Urbana-Champaign","base_url":"https://www.ideals.illinois.edu/oai-pmh"},"display":{"title":"The effects of multitasking and mood on ad memory: in the case of a competitive ad context","abstract":"This study examines the effects of mood and multitasking on ad memory in a competitive advertising context. Previous studies have examined how mood triggered holistic and analytic processing styles, and how processing style interacted with multitasking to influence ad memory. However, no previous study had examined these interactive effects in a competitive ad context. The results showed that, while media multitasking had a detrimental effect on brand recognition, processing style that was triggered by mood did not affect ad memory. Furthermore, results showed that brand recognition for participants with a holistic processing style, which was induced by a positive mood, were less likely to be negatively affected by media multitasking when the number of tasks increased. This contrasted participants with an analytic processing style that was induced by a negative mood, who were more negatively affected by media multitasking when the number of tasks increased. Theoretical and practical implications are also discussed.","abstract_html":"This study examines the effects of mood and multitasking on ad memory in a competitive advertising context. Previous studies have examined how mood triggered holistic and analytic processing styles, and how processing style interacted with multitasking to influence ad memory. However, no previous study had examined these interactive effects in a competitive ad context. The results showed that, while media multitasking had a detrimental effect on brand recognition, processing style that was triggered by mood did not affect ad memory. Furthermore, results showed that brand recognition for participants with a holistic processing style, which was induced by a positive mood, were less likely to be negatively affected by media multitasking when the number of tasks increased. This contrasted participants with an analytic processing style that was induced by a negative mood, who were more negatively affected by media multitasking when the number of tasks increased. Theoretical and practical implications are also discussed.","abstract_has_math":false,"creators":["Zhang, Duduo"],"institution":"University of Illinois at Urbana-Champaign","degree_name":"M.S.","degree_level":"Thesis","degree_discipline":"Advertising","degree_department":null,"school":null,"contributors":["Sar, Sela"],"advisors":[],"committee_chairs":[],"committee_members":[],"year":2016,"date_issued":"2016-11-10T17:55:09Z","date_published":"2016-11-10T17:55:09Z","updated_at":"2026-07-22T22:26:35Z","subjects":["multitasking","mood"],"languages":["en"],"rights":["Copyright 2016 Duduo Zhang"],"rights_urls":[],"identifier_entries":[]},"links":{"outbound_url":"http://hdl.handle.net/2142/92838","outbound_label":"Handle","outbound_source":"dc:identifier"},"metadata_groups":[{"id":"people","label":"People","entries":[{"key":"dc:contributor","label":"Contributor","values":["Sar, Sela"]},{"key":"dc:creator","label":"Author","values":["Zhang, Duduo"]}]},{"id":"academic_context","label":"Academic Context","entries":[{"key":"dc:date","label":"Dc Date","values":["2016-11-10T17:55:09Z","2016-07-21","2016-08"]},{"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","mood"]}]},{"id":"language_rights","label":"Language and Rights","entries":[{"key":"dc:language","label":"Dc Language","values":["en"]},{"key":"dc:rights","label":"Dc Rights","values":["Copyright 2016 Duduo Zhang"]}]},{"id":"identifiers","label":"Identifiers","entries":[{"key":"dc:identifier","label":"Identifier","values":["http://hdl.handle.net/2142/92838"]}]},{"id":"additional","label":"Additional Metadata","entries":[{"key":"dc:description","label":"Description","values":["This study examines the effects of mood and multitasking on ad memory in a competitive advertising context. Previous studies have examined how mood triggered holistic and analytic processing styles, and how processing style interacted with multitasking to influence ad memory. However, no previous study had examined these interactive effects in a competitive ad context. The results showed that, while media multitasking had a detrimental effect on brand recognition, processing style that was triggered by mood did not affect ad memory. Furthermore, results showed that brand recognition for participants with a holistic processing style, which was induced by a positive mood, were less likely to be negatively affected by media multitasking when the number of tasks increased. This contrasted participants with an analytic processing style that was induced by a negative mood, who were more negatively affected by media multitasking when the number of tasks increased. Theoretical and practical implications are also discussed.","Submission original under an indefinite embargo labeled 'Open Access'. The submission was exported from vireo on 2016-11-09 without embargo terms","The student, Duduo Zhang, accepted the attached license on 2016-07-13 at 15:54.","The student, Duduo Zhang, submitted this Thesis for approval on 2016-07-13 at 16:02.","This Thesis was approved for publication on 2016-07-21 at 10:30.","DSpace SAF Submission Ingestion Package generated from Vireo submission #9930 on 2016-11-09 at 10:24:59","Made available in DSpace on 2016-11-10T17:55:09Z (GMT). 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The results showed that, while media multitasking had a detrimental effect on brand recognition, processing style that was triggered by mood did not affect ad memory. Furthermore, results showed that brand recognition for participants with a holistic processing style, which was induced by a positive mood, were less likely to be negatively affected by media multitasking when the number of tasks increased. This contrasted participants with an analytic processing style that was induced by a negative mood, who were more negatively affected by media multitasking when the number of tasks increased. Theoretical and practical implications are also discussed.","Submission original under an indefinite embargo labeled 'Open Access'. The submission was exported from vireo on 2016-11-09 without embargo terms","The student, Duduo Zhang, accepted the attached license on 2016-07-13 at 15:54.","The student, Duduo Zhang, submitted this Thesis for approval on 2016-07-13 at 16:02.","This Thesis was approved for publication on 2016-07-21 at 10:30.","DSpace SAF Submission Ingestion Package generated from Vireo submission #9930 on 2016-11-09 at 10:24:59","Made available in DSpace on 2016-11-10T17:55:09Z (GMT). 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