The two screen experience: Examining the interplay between multitasking and involvement on user perceptions of television programs

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  • March 19, 2019
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  • Borrett, Jacqueline
    • Affiliation: Hussman School of Journalism and Media, Mass Communication Graduate Program
Abstract
  • Two-screen experiences invite viewers to follow along with television programs on their tablets or computers and they are used as a means of keeping viewers engaged with television. A 2x2 laboratory experiment was designed to test the effect of multitasking (concurrent and sequential) and program involvement (high and low) on a variety of outcomes, including attitudes, memory, social well-being, and creativity. Participants were 128 undergraduate journalism students from a large southeastern university. They were shown either a high involvement video or a low involvement video and asked to answer questions about the video either while it was playing or immediately after it had finished. Results indicate that memory for the program was higher during sequential multitasking conditions and high involvement conditions. Multitasking was not related to perceptions of social well-being. Additionally, attitudes were more positive during high involvement conditions. Findings also show that multitasking had a positive effect on creativity.
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  • In Copyright
Advisor
  • Kalyanaraman, Sriram
  • Ivory, James
  • Hester, Joe Bob
Degree
  • Master of Arts
Degree granting institution
  • University of North Carolina at Chapel Hill Graduate School
Graduation year
  • 2014
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  • Chapel Hill, NC
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  • There are no restrictions to this item.
Date uploaded
  • April 22, 2015

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