IDEAS home Printed from https://ideas.repec.org/a/spr/rvmgts/v17y2023i2d10.1007_s11846-022-00535-7.html
   My bibliography  Save this article

Media multitasking, advertising appeal, and gender effects

Author

Listed:
  • Marion Garaus

    (Modul University Vienna)

  • Elisabeth Wolfsteiner

    (University of Applied Sciences Wiener Neustadt)

Abstract

Despite the knowledge that women engage more frequently in multitasking than men when using media devices, no study has explored how multitasking impacts the brand attitude of this target audience. The investigation of gender effects in the context of media multitasking would not only provide a better understanding of the individual elements which influence brand attitude in media multitasking situations but would also guide marketers in their targeting strategies. Likewise, the investigation of the role of advertising appeals follows the current call to concentrate on the role of advertising in media multitasking situations. To address these research gaps, the current research conducted two experimental studies to offer a new perspective on the impact of gender differences in processing styles (heuristic vs systematic processing) and their interaction with different advertising appeals (rational vs emotional appeals) on brand attitude in media single and multitasking. Study 1 employs an online experiment (gender × viewing situation × advertising appeal). Results demonstrate that media multitasking negatively affects brand attitude, and that women have a lower brand attitude in a media multitasking situation compared to a single tasking situation, while emotional advertisements neither strengthen nor attenuate the negative impact of media multitasking on brand attitude. Study 2 employs a more controlled online experiment (gender × viewing situation × advertising appeal) with a different product category. The results reveal a moderating effect on the influence of media multitasking on brand attitude, as mediated through attention toward the ad. Hence, attention toward the ad has been identified as underlying mechanism.

Suggested Citation

  • Marion Garaus & Elisabeth Wolfsteiner, 2023. "Media multitasking, advertising appeal, and gender effects," Review of Managerial Science, Springer, vol. 17(2), pages 539-567, February.
  • Handle: RePEc:spr:rvmgts:v:17:y:2023:i:2:d:10.1007_s11846-022-00535-7
    DOI: 10.1007/s11846-022-00535-7
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1007/s11846-022-00535-7
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.

    File URL: https://libkey.io/10.1007/s11846-022-00535-7?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Robert J. Fisher & Laurette Dub, 2005. "Gender Differences in Responses to Emotional Advertising: A Social Desirability Perspective," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 31(4), pages 850-858, March.
    2. Amin Ansary & Nik M. Hazrul Nik Hashim, 2018. "Brand image and equity: the mediating role of brand equity drivers and moderating effects of product type and word of mouth," Review of Managerial Science, Springer, vol. 12(4), pages 969-1002, October.
    3. Darren W. Dahl & Jaideep Sengupta & Kathleen D. Vohs, 2009. "Sex in Advertising: Gender Differences and the Role of Relationship Commitment," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 36(2), pages 215-231.
    4. Thomas P. Novak & Donna L. Hoffman & Yiu-Fai Yung, 2000. "Measuring the Customer Experience in Online Environments: A Structural Modeling Approach," Marketing Science, INFORMS, vol. 19(1), pages 22-42, May.
    5. Jura Liaukonyte & Thales Teixeira & Kenneth C. Wilbur, 2015. "Television Advertising and Online Shopping," Marketing Science, INFORMS, vol. 34(3), pages 311-330, May.
    6. Holbrook, Morris B & Batra, Rajeev, 1987. "Assessing the Role of Emotions as Mediators of Consumer Responses to Advertising," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 14(3), pages 404-420, December.
    7. Adaval, Rashmi, 2001. "Sometimes It Just Feels Right: The Differential Weighting of Affect-Consistent and Affect-Inconsistent Product Information," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 28(1), pages 1-17, June.
    8. Shiv, Baba & Fedorikhin, Alexander, 1999. "Heart and Mind in Conflict: The Interplay of Affect and Cognition in Consumer Decision Making," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 26(3), pages 278-292, December.
    9. Zaichkowsky, Judith Lynne, 1985. "Measuring the Involvement Construct," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 12(3), pages 341-352, December.
    10. Yuval Rottenstreich & Sanjay Sood & Lyle Brenner, 2007. "Feeling and Thinking in Memory-Based versus Stimulus-Based Choices," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 33(4), pages 461-469, December.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Luis J. Callarisa-Fiol & Miguel Ángel Moliner-Tena & Rosa Rodríguez-Artola & Javier Sánchez-García, 2023. "Entrepreneurship innovation using social robots in tourism: a social listening study," Review of Managerial Science, Springer, vol. 17(8), pages 2945-2971, November.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Puccinelli, Nancy M. & Goodstein, Ronald C. & Grewal, Dhruv & Price, Robert & Raghubir, Priya & Stewart, David, 2009. "Customer Experience Management in Retailing: Understanding the Buying Process," Journal of Retailing, Elsevier, vol. 85(1), pages 15-30.
    2. Kim, Juran & Kang, Seungmook & Lee, Ki Hoon, 2021. "Evolution of digital marketing communication: Bibliometric analysis and network visualization from key articles," Journal of Business Research, Elsevier, vol. 130(C), pages 552-563.
    3. Hilke Plassmann & Peter Kenning & Michael Deppe & Harald Kugel & Wolfram Schwindt, 2005. "Neural correlates of the affect heuristic during brand choice," Experimental 0509004, University Library of Munich, Germany.
    4. Pham, Michel Tuan & Geuens, Maggie & De Pelsmacker, Patrick, 2013. "The influence of ad-evoked feelings on brand evaluations: Empirical generalizations from consumer responses to more than 1000 TV commercials," International Journal of Research in Marketing, Elsevier, vol. 30(4), pages 383-394.
    5. Kang, Hyo Jeong & Shin, Jung-hye & Ponto, Kevin, 2020. "How 3D Virtual Reality Stores Can Shape Consumer Purchase Decisions: The Roles of Informativeness and Playfulness," Journal of Interactive Marketing, Elsevier, vol. 49(C), pages 70-85.
    6. Garaus, Marion & Hudáková, Melánia, 2022. "The impact of the COVID-19 pandemic on tourists’ air travel intentions: The role of perceived health risk and trust in the airline," Journal of Air Transport Management, Elsevier, vol. 103(C).
    7. Aydinli, Aylin & Lamey, Lien & Millet, Kobe & ter Braak, Anne & Vuegen, Maya, 2021. "How Do Customers Alter Their Basket Composition When They Perceive the Retail Store to Be Crowded? An Empirical Study," Journal of Retailing, Elsevier, vol. 97(2), pages 207-216.
    8. Tibert Verhagen & Daniel Bloemers, 2018. "Exploring the cognitive and affective bases of online purchase intentions: a hierarchical test across product types," Electronic Commerce Research, Springer, vol. 18(3), pages 537-561, September.
    9. Juan Miguel Alcántara-Pilar & Salvador del Barrio-García & Lucia Porcu & Esmeralda Crespo-Almendros, 2015. "Motivational Duality in Online Consumer Behaviour: Website Usability and Flow State as Moderating Factors," International Journal of Business and Economics, School of Management Development, Feng Chia University, Taichung, Taiwan, vol. 14(1), pages 79-104, June.
    10. Mollen, Anne & Wilson, Hugh, 2010. "Engagement, telepresence and interactivity in online consumer experience: Reconciling scholastic and managerial perspectives," Journal of Business Research, Elsevier, vol. 63(9-10), pages 919-925, September.
    11. Geuens, Maggie & De Pelsmacker, Patrick & Faseur, Tine, 2011. "Emotional advertising: Revisiting the role of product category," Journal of Business Research, Elsevier, vol. 64(4), pages 418-426, April.
    12. Jamie L. Grigsby & Robert D. Jewell & Colin Campbell, 2021. "Have your cake and eat it too: how invoking post-purchase hyperopia mitigates impulse purchase regret," Marketing Letters, Springer, vol. 32(1), pages 75-89, March.
    13. Poncin, Ingrid & Garnier, Marion & Ben Mimoun, Mohammed Slim & Leclercq, Thomas, 2017. "Smart technologies and shopping experience: Are gamification interfaces effective? The case of the Smartstore," Technological Forecasting and Social Change, Elsevier, vol. 124(C), pages 320-331.
    14. D. Veena Parboteeah & Joseph S. Valacich & John D. Wells, 2009. "The Influence of Website Characteristics on a Consumer's Urge to Buy Impulsively," Information Systems Research, INFORMS, vol. 20(1), pages 60-78, March.
    15. Yi-Lin Tsai & Elisabeth Honka, 2021. "Informational and Noninformational Advertising Content," Marketing Science, INFORMS, vol. 40(6), pages 1030-1058, November.
    16. Jayesh D. Patel & Dharmesh D. Gadhavi & Yupal S. Shukla, 2017. "Consumers’ responses to cause related marketing: moderating influence of cause involvement and skepticism on attitude and purchase intention," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 14(1), pages 1-18, March.
    17. Willian Feitosa & Carlos Eduardo Lourenço & Lígia H. Rezende & Noemi Saeki Sunago & Susana Costa e Silva, 2021. "A Quasi-Experimental Approach to Analyzing Sexual Appeal and Gender in Advertising – Evidence from Brazil," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 33(SI), pages 67-80.
    18. Kim, Seeun & Baek, Tae Hyun & Yoon, Sukki, 2020. "The effect of 360-degree rotatable product images on purchase intention," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).
    19. Honea, Heather & Dahl, Darren W., 2005. "The Promotion Affect Scale: Defining the Affective Dimensions of Promotion," Journal of Business Research, Elsevier, vol. 58(4), pages 543-551, April.
    20. Hsiu-Li Liao & Su-Houn Liu & Chi-Wen Lin, 2013. "Information, Experience and Destination Marketing - The Influence of Interactivity on Tourism Website," Review of Economics & Finance, Better Advances Press, Canada, vol. 3, pages 58-69, August.

    More about this item

    Keywords

    Media multitasking; Advertising appeal; Gender effects; Heuristic processing model;
    All these keywords.

    JEL classification:

    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:rvmgts:v:17:y:2023:i:2:d:10.1007_s11846-022-00535-7. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.