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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