Simultaneous media experience and synesthesia

Joseph J. Pilotta*, Don Edward Schultz

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

64 Scopus citations

Abstract

The findings demonstrate that simultaneous media usage is a fact, undermining typical media measurements done in isolated environments that neglect the everyday patterns of media users. More importantly, the simultaneous media experience points to the concept of synesthesia as an experiential integrator of differing sensory fields. The experience of simultaneous media foreground/background relationship needs to be incorporated into the media planning and allocation mix if we are to actually address the consumers' media experience with multitasking.

Original languageEnglish (US)
Pages (from-to)19-26
Number of pages8
JournalJournal of Advertising Research
Volume45
Issue number1
DOIs
StatePublished - Mar 1 2005

ASJC Scopus subject areas

  • Communication
  • Marketing

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