Using Unfamiliar Cues to Engage Multitasking Audiences: Giving Attentional Breakthrough
About this episode
Heesoo Kim discusses her research on engaging multitasking audiences through unfamiliar cues.
In this episode, Heesoo Kim (University of Oregon) joins me to discuss her Journal of Advertising Research article, “Using Unfamiliar Cues to Engage Multitasking Audiences: Giving Attentional Breakthrough,” coauthored with Hongsik John Cheon (Soongsil University). Heesoo and I explore how advertisers can earn an “attentional breakthrough” when audiences are multitasking across screens. Across four studies, the research shows that embedding an unfamiliar cue, like a scientific or technical te...
People in this episode
Host: Host Name
Guest: Heesoo Kim
Topics covered
- advertising
- multitasking
- audience engagement
- attentional breakthrough
- research studies
Keywords
- advertising
- multitasking
- attentional breakthrough
- audience engagement
- research
Mentioned in this episode
Organizations: University of Oregon, Soongsil University
Books & works: Using Unfamiliar Cues to Engage Multitasking Audiences: Giving Attentional Breakthrough
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