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So many things to do! How multitasking affects memory and attitude for product and brand placements

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  • Gunawardena, Thuthi
  • Waiguny, Martin K.J.

Abstract

The majority of current product placement research is predicated on a cinema setting and assumes a rather captive audience. Little is known, about the effect of audience multitasking on product placements. As multitasking activity is most prevalent in the home, an understanding of this activity is critical to developing product placement techniques. This initial study investigates the effects of multitasking on both subtle and prominent product placements. The results indicate that less familiar, prominently placed brands suffer from significantly less recall and valuation within multitasking situations. Product placement within a multitasking situation serves to devalue the placed brand, as the placement is perceived as a distraction from other tasks being performed.

Suggested Citation

  • Gunawardena, Thuthi & Waiguny, Martin K.J., 2014. "So many things to do! How multitasking affects memory and attitude for product and brand placements," Australasian marketing journal, Elsevier, vol. 22(4), pages 288-295.
    • Handle: RePEc:eee:aumajo:v:22:y:2014:i:4:p:288-295
    DOI: 10.1016/j.ausmj.2014.09.001
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    References listed on IDEAS

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    Cited by:

    1. Lynne Eagle & Stephan Dahl, 2018. "Product Placement in Old and New Media: Examining the Evidence for Concern," Journal of Business Ethics, Springer, vol. 147(3), pages 605-618, February.

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