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  • Ads effective even in the midst of multitasking, studies find

    Brittany Duff, pictured, and co-author Sela Sar found that video ads viewed while multitasking were just as effective as when viewed alone, at least for those who process content more holistically. They also found that multitasking probably works best when you're in a good mood.

    Brittany Duff, pictured, and co-author Sela Sar found that video ads viewed while multitasking were just as effective as when viewed alone, at least for those who process content more holistically. They also found that multitasking probably works best when you're in a good mood.

    Photo by L. Brian Stauffer

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  • To reach Brittany Duff, call 612-325-6114; email bduff@illinois.edu.

    The paper, “Seeing the Big Picture: Multitasking and Perceptual Processing Influences on Ad Recognition,” is available online from the Journal of Advertising (access may be restricted) or from the News Bureau.