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The Impact of Multiscreening on the Consumer Information Processing within the Contemporary Media Landscape

Tamborowski, Piotr LU and Stawicka, Joanna LU (2016) BUSN39 20161
Department of Business Administration
Abstract
Due to technological advances and innovations, the phenomenon of media multitasking and
multiscreening, i.e. simultaneous or sequential use of multiple screens, has emerged and
become a global trend affecting the consumer behavior. Therefore, the purpose of this study is
to investigate how different media and devices impact the Consumer Information Processing
Model as the current research within the area has only focused on motives and the effects of
the media multiscreening as such. Based on the consumer behavior perspective as well as
marketing communication theories, an inductive qualitative research has been conducted in
Poland in form of online surveys and in-depth interviews. The main findings identified
throughout the study... (More)
Due to technological advances and innovations, the phenomenon of media multitasking and
multiscreening, i.e. simultaneous or sequential use of multiple screens, has emerged and
become a global trend affecting the consumer behavior. Therefore, the purpose of this study is
to investigate how different media and devices impact the Consumer Information Processing
Model as the current research within the area has only focused on motives and the effects of
the media multiscreening as such. Based on the consumer behavior perspective as well as
marketing communication theories, an inductive qualitative research has been conducted in
Poland in form of online surveys and in-depth interviews. The main findings identified
throughout the study indicate that: (I) the Consumer Information Processing Model remains
linear and structured in spite of media multiscreening, however, the Information Search and
Alternatives Evaluation stages occur simultaneously; (II) TV is no longer effective in
generating product awareness and stimulating Need Recognition as consumers tend to avoid
TV commercials and engage in activities on other screens; (III) friends and digital media are
the most powerful influencers throughout the consumer decision making process. Based on
these findings, the existing consumer behavior model was further developed in order to
connect it to the current media landscape and explain the role and position of different devices
within the model. The managerial implications state that: (I) due to a wide spread of social
media and online fora, building relationships with current consumers is of high importance as
the post-purchase level of satisfaction of one buyer expressed online determines the prepurchase
opinion of another; (II) integrated marketing communication needs to be applied as
consumers have multiple brand touchpoints; (III) consumers require indirect and easy to
digest visual marketing communication. (Less)
Please use this url to cite or link to this publication:
author
Tamborowski, Piotr LU and Stawicka, Joanna LU
supervisor
organization
course
BUSN39 20161
year
type
H1 - Master's Degree (One Year)
subject
keywords
media multitasking, multiscreening, consumer information processing model, purchase decision-making, media consumption
language
English
id
8881641
date added to LUP
2016-06-20 15:35:11
date last changed
2016-06-20 15:35:11
@misc{8881641,
  abstract     = {Due to technological advances and innovations, the phenomenon of media multitasking and
multiscreening, i.e. simultaneous or sequential use of multiple screens, has emerged and
become a global trend affecting the consumer behavior. Therefore, the purpose of this study is
to investigate how different media and devices impact the Consumer Information Processing
Model as the current research within the area has only focused on motives and the effects of
the media multiscreening as such. Based on the consumer behavior perspective as well as
marketing communication theories, an inductive qualitative research has been conducted in
Poland in form of online surveys and in-depth interviews. The main findings identified
throughout the study indicate that: (I) the Consumer Information Processing Model remains
linear and structured in spite of media multiscreening, however, the Information Search and
Alternatives Evaluation stages occur simultaneously; (II) TV is no longer effective in
generating product awareness and stimulating Need Recognition as consumers tend to avoid
TV commercials and engage in activities on other screens; (III) friends and digital media are
the most powerful influencers throughout the consumer decision making process. Based on
these findings, the existing consumer behavior model was further developed in order to
connect it to the current media landscape and explain the role and position of different devices
within the model. The managerial implications state that: (I) due to a wide spread of social
media and online fora, building relationships with current consumers is of high importance as
the post-purchase level of satisfaction of one buyer expressed online determines the prepurchase
opinion of another; (II) integrated marketing communication needs to be applied as
consumers have multiple brand touchpoints; (III) consumers require indirect and easy to
digest visual marketing communication.},
  author       = {Tamborowski, Piotr and Stawicka, Joanna},
  keyword      = {media multitasking,multiscreening,consumer information processing model,purchase decision-making,media consumption},
  language     = {eng},
  note         = {Student Paper},
  title        = {The Impact of Multiscreening on the Consumer Information Processing within the Contemporary Media Landscape},
  year         = {2016},
}