The Impact of Multiscreening on the Consumer Information Processing within the Contemporary Media Landscape
Abstract: Due to technological advances and innovations, the phenomenon of media multitasking and multiscreening, i.e. simultaneous or sequential use of multiple screens, has emerged and become a global trend affecting the consumer behavior. Therefore, the purpose of this study is to investigate how different media and devices impact the Consumer Information Processing Model as the current research within the area has only focused on motives and the effects of the media multiscreening as such. Based on the consumer behavior perspective as well as marketing communication theories, an inductive qualitative research has been conducted in Poland in form of online surveys and in-depth interviews. The main findings identified throughout the study indicate that: (I) the Consumer Information Processing Model remains linear and structured in spite of media multiscreening, however, the Information Search and Alternatives Evaluation stages occur simultaneously; (II) TV is no longer effective in generating product awareness and stimulating Need Recognition as consumers tend to avoid TV commercials and engage in activities on other screens; (III) friends and digital media are the most powerful influencers throughout the consumer decision making process. Based on these findings, the existing consumer behavior model was further developed in order to connect it to the current media landscape and explain the role and position of different devices within the model. The managerial implications state that: (I) due to a wide spread of social media and online fora, building relationships with current consumers is of high importance as the post-purchase level of satisfaction of one buyer expressed online determines the prepurchase opinion of another; (II) integrated marketing communication needs to be applied as consumers have multiple brand touchpoints; (III) consumers require indirect and easy to digest visual marketing communication.
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