Multiscreening refers to consumers' simultaneous usage of multiple screen-based devices.
Prior research has shown that simultaneous multiscreening distracts consumers and hinders …

The use of multiple screens, also known as multiscreening, is assumed to have detrimental
consequences for advertising outcomes. However, many people are engaging in this form of …

Using another media screen while watching television has become a part of people's daily
routines. The topic of multiscreening has thus received increased attention from advertising …

Multiscreening has been shown to affect consumers' brand attitudes and their memory of
advertisements. However, little is known about the prevalence of using multiple screens …

Media multitasking is on the rise due to the adoption of new technologies such as
smartphones and tablets. In this article, we study how visual attention affects the impact that …

Purpose This chapter aims to provide an overview and conceptualization of multiscreening
in the field of advertising effectiveness. Methodology/approach By means of the multi …

Multiscreening, the simultaneous usage of multiple screens, is a relatively understudied
phenomenon that may have a large impact on media effects. First, we explored people's …

The purpose of this study was to investigate the effect of program-induced engagement on
the amount of media multitasking (MM) and its subsequent impact on ad memory. It explored …

The rapid evolution of information and mobile technologies enables consumers to use
media content whenever and wherever they want. These developments have resulted in a …

Nowadays there is an increasing trend in simultaneous rather than sequential multiple
media consumption. At the same time a significant rise in media exposure is recorded, even …