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Effects of Message Consistency across Multiple Ads: The Moderating Role of Media Multitasking

김영은|정민화|정세훈
한국소통학회 (Korean Speech & Communication Association)|2024.08|한국소통학보 (Journal of Speech, Media and Communication Research)|제23권 제3호|pp. 113-148|DOI https://doi.org/10.51652/ksmca.2024.23.3.4

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키워드

Message consistencyMedia multitaskingAdvertising repetitionAdvertising variation

초록

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.

Abstract

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.

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