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:
- Do TV ads d.....