earticle

영어

This study examined the effects of message consistency (vs. variation) across multiple ads, and the moderating role of media multitasking. Based on the capacity model of attention (Kahneman, 1973), we predicted that message consistency (vs. variation) across multiple ads could be more beneficial when audiences multitask. The present study examined the impact of message consistency and media multitasking on brand recognition in Experiment 1. Then, it examined the impact of message consistency and media multitasking on both cognitive and attitudinal outcomes in Experiment 2. Results of two experiments showed that the effect of message consistency on brand recognition was moderated by media multitasking such that the positive impact of message consistency on brand recognition was found when multitasking, but not when single-tasking. In terms of attitudinal outcomes (attitude toward the ad and attitude toward the brand), however, media multitasking did not moderate the impact of message consistency. The findings suggest that consistent advertising messages might be beneficial when multitasking; however, this might not hold when single-tasking. Because processing of consistent advertising messages would be more efficient compared to varied advertising messages, consistent advertising could be remembered better than varied advertising when consumers multitask. Theoretical and practical implications of these findings are discussed.