Multitasking and Persuasion: The Role of Structural Interference

Abstract

Although the inhibiting effects of multitasking can be explained by 2 components, capacity interference (CI) and structural interference (SI), studies that have specifically focused on SI are limited. Thus, the present study examined the effects of SI in persuasion using 2 experimental studies. Results of Study 1 showed that SI (not CI) reduced both comprehension and counterarguing. In addition, results of Study 2 showed that SI effects occur not only in single-channel multitasking but also in dual-channel multitasking, and that SI effects occur not only when content interference is high (language-based multitasking) but also when it is low (non-language-based multitasking). The role of SI in multitasking effects has important implications for research on audience behaviors and persuasive communication.