Highlights – July 2015

Many television advertisers express fears that frenetic multitaskers using smartphones, laptops, and tablets while viewing TV are becoming less receptive to advertisers' messages.

However, a new study published in the journal Marketing Science refutes this conventional wisdom and concludes that the "second screen" puts a virtual store in every consumer's pocket. Multitasking viewers now browse and even buy advertised products within moments of seeing a commercial.

The researchers asked two questions:

  1. Do TV ads d.....
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