Gwiwon Nam

Multiscreening (i.e. the use of multiple screen media at the same time) has recently become more popular, but research has demonstrated that it has negative effects on cognitive outcomes, specifically brand and ad memory. Segijn, Voorveld, & Smit (2017) found that multiscreening was less detrimental to cognitive outcomes when people engaged in related tasks. Task relevance is defined as “whether the tasks involved in media multitasking serve closely related goals (or a single overarching goal)” according to Wang et al. (2015). The results of the study contribute to our understanding of multiscreening and advertising effects by showing that multiscreening does not always have to be detrimental to advertising effects. The current study explores how audience factors, such as cultural background, media ownership, and the preference for multiscreening, affect the evaluation of media content such as brand and ad memory while doing multiscreening. The proposed study plans to replicate Segijn et al. (2017) in different subsamples. The study is based on a cross-cultural survey (N = 120) that included respondents from the Korean international and American students on the University of Minnesota - Twin Cities campus. This study is unique because it is the first study measuring how Korean international students and their cultural factors affect the results of multiscreening. This is also the first study comparing the evaluation of media content for both populations while they are doing multiscreening.