Abstract
Task load is an important variable in understanding mediated message processing under different levels of demand on audience attention. However, past research has neglected to differentiate between distinct types of task load that may lead to different patterns of media processing. We discuss how conceptualization of the types of load encountered in media processing may change study outcomes and be a hidden factor in previously published work. We illustrate the potential differences in load with a study that applies the perceptual load theory to devaluation of advertisements that are placed peripherally around a web browser game that utilizes levels of either cognitive or perceptual load. Results showed that high (vs. low) perceptual load leads to worse ad recognition, lower perceived ad familiarity, and decreased ad preference; however, high (vs. low) cognitive load leads to increased brand familiarity. Implications for advertising and media research are discussed.
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