So many things to do! How multitasking affects memory and attitude for product and brand placements

•Experimental study of product placement under multitasking condition.•Simulation of everyday media behaviour, of a non captive audience.•Inattentional blindness and distractor devaluation affect more likely unfamiliar brands, but could also affect familiar ones.

The majority of current product placement research is predicated on a cinema setting and assumes a rather captive audience. Little is known, about the effect of audience multitasking on product placements. As multitasking activity is most prevalent in the home, an understanding of this activity is critical to developing product placement techniques. This initial study investigates the effects of multitasking on both subtle and prominent product placements. The results indicate that less familiar, prominently placed brands suffer from significantly less recall and valuation within multitasking situations. Product placement within a multitasking situation serves to devalue the placed brand, as the placement is perceived as a distraction from other tasks being performed.

Chinese abstract目前，大多数植入式广告的研究前提都是剧院式的场景设置，即假定对象是非常专注的观众。从事多重任务的观众对植入式广告有何影响，此方面的研究尚待开展。在家中人们普遍同时从事多重任务活动，了解这一活动特点，对制定植入式广告的投放方式至关重要。本研究探讨了多重任务活动对含蓄的植入式广告和直白的植入式广告的影响。 结果表明，在多重任务活动中，观众对不熟悉但直白的植入式广告的记忆和评价明显不高。多重任务活动中，植入式广告会降低投放品牌的价值，因为投放的广告被当成是其它任务活动的干扰。