The purpose of this thesis is to examine the correlation between media multitasking and tweens‟ cognitive abilities. The starting point of the thesis is a study from Stanford University which showed a negative impact on cognitive abilities for adults in relation to media multitasking. This thesis attempts to uncover and analyze the relationship between the cognitive abilities, such as learning, memorizing, concentration and attention, and the consumption of media among tweens through quantitative research. The results of this research are intended for the marketing industry and will provide an understanding of how to expose the media multitasking tween segment to advertising. The statistic results of the study indicated a connection between media multitasking and tweens‟ cognitive abilities, though the results were ambiguous. The results demonstrated an effect of gender, where girls in general showed a positive correlation between media multitasking and cognitive abilities, whereas boys in general showed the opposite correlation. The increasing media consumption by tweens is of great importance for the marketing field, because media multitasking has become a natural way for tweens to use these media. This can appear in the shape of challenges where marketing companies are compelled to fragment the use of media in order to expose tweens to advertising with optimal effect. Furthermore, marketing companies should be aware of the different media tendencies between genders. In relation to marketing, developmental psychology, media and consumer socialization are discussed in order to gain an insight and understanding of tweens as consumers and media users. This thesis thoroughly examines developmental neuroscience and cognitive development to gain an insight into the behavior of children and adolescents and an understanding of their surroundings. In addition, focus is on the significance of media multitasking in relation to the cognitive abilities and how this can affect the learning ability. These factors also have a consequence for marketing since learning has an impact on marketing exposure. The conclusion of the thesis is that media multitasking is a widespread phenomenon among tweens where girls and boys multitask between the media in different ways. For this reason, marketing has to apply different strategies of media exposure with regard to the differences between the sexes for marketing to be both effective and reach the proper audience.
|Educations||MSc in Economics and Marketing, (Graduate Programme) Final Thesis|
|Number of pages||140|