Does Multitasking Increase or Decrease Persuasion? Effects of Multitasking on Comprehension and Counterarguing

Abstract

This study examined the effects of multitasking on persuasion, including comprehension and counterarguing of persuasive messages, which were presented in three different contexts: (a) nonmultitasking with full attention paid to the message, (b) multitasking with primary attention paid to the message, and (c) multitasking with secondary attention paid to the message. Consistent with predictions, the results suggested that multitasking reduced the actual and perceived levels of comprehension and also reduced counterarguing. The implications for research on persuasion are further discussed.