Paper Type
Short
Paper Number
PACIS2025-1707
Description
This study investigates how ad repetition influences users’ willingness to engage in media multitasking (MMT) under varying task complexity. Drawing from boundary work theory and limited capacity theory, we conceptualize MMT as a dynamic process shaped by cognitive load and attention regulation. A mixed-methods design, integrating keystroke tracking and interviews, captures how individuals adapt multitasking strategies in response to repeated interruptions. Results are expected to reveal that ad repetition may both disrupt and enhance attentional engagement, depending on task complexity, offering theoretical contributions to digital advertising and practical implications for optimizing user experience in multitasking environments.
Recommended Citation
Chou, Chih-Yuan and Tung, Hao-Ting, "The Changing Perspective: How Task Complexity Affects Willingness to Engage in Media Multitasking" (2025). PACIS 2025 Proceedings. 14.
https://aisel.aisnet.org/pacis2025/hci/hci/14
The Changing Perspective: How Task Complexity Affects Willingness to Engage in Media Multitasking
This study investigates how ad repetition influences users’ willingness to engage in media multitasking (MMT) under varying task complexity. Drawing from boundary work theory and limited capacity theory, we conceptualize MMT as a dynamic process shaped by cognitive load and attention regulation. A mixed-methods design, integrating keystroke tracking and interviews, captures how individuals adapt multitasking strategies in response to repeated interruptions. Results are expected to reveal that ad repetition may both disrupt and enhance attentional engagement, depending on task complexity, offering theoretical contributions to digital advertising and practical implications for optimizing user experience in multitasking environments.
Comments
HCI