The effect of multitasking on time perception, enjoyment, and ad evaluation

作者：

Highlights：

• Performing multiple mediated tasks while commercials were playing made participants perceive time as passing more quickly.

• Media multitasking increased overall task enjoyment.

• Media multitasking increased ad evaluations.

• The influence of multitasking on ad evaluations was mediated by the perception of the passage of time.

摘要

•Performing multiple mediated tasks while commercials were playing made participants perceive time as passing more quickly.•Media multitasking increased overall task enjoyment.•Media multitasking increased ad evaluations.•The influence of multitasking on ad evaluations was mediated by the perception of the passage of time.

论文关键词：Online advertising,Media multitasking,Time perception,Task enjoyment,Commercials

论文评审过程：Available online 26 December 2014.

论文官网地址：https://doi.org/10.1016/j.chb.2014.11.087