Mobile game users' evaluations of in-game advertising: Role of multitasking and persuasion knowledge

This study examined the effects of multitasking and persuasion knowledge on evaluations of in-game advertising (IGA). Specifically, we examined how the evaluations of IGA vary by: 1) multitasking (i.e., whether one multitasks or not); and 2) persuasion knowledge (i.e., whether one's persuasion knowledge is primed or not). The findings of this study showed significant interactions effects between multitasking and persuasion knowledge priming on ad evaluations. Compared with the non-multitasking condition, multitasking resulted in more negative evaluations of IGA, only when persuasion knowledge was primed. Multitasking did not affect the evaluations of IGA when persuasion knowledge was not primed. Theoretical implications for multitasking effects and practical implications for marketing and ad literacy are discussed.