The Battle of the Screens: Unraveling Attention Allocation and Memory Effects When Multiscreening

Multiscreening, the simultaneous usage of multiple screens, is a relatively understudied phenomenon that may have a large impact on media effects. First, we explored people's viewing behavior while multiscreening by means of an eye‐tracker. Second, we examined people's reporting of attention, by comparing eye‐tracker and self‐reported attention measures. Third, we assessed the effects of multiscreening on people's memory, by comparing people's memory for editorial and advertising content when multiscreening (television–tablet) versus single screening. The results of the experiment (N = 177) show that (a) people switched between screens 2.5 times per minute, (b) people were capable of reporting their own attention, and (c) multiscreeners remembered content just as well as single screeners, when they devoted sufficient attention to the content.     

Using an infotainment system while driving – A continuous analysis of behavior adaptations

Despite the fact that drivers are performing a lot of distracting tasks while driving (e.g. usage of infotainment systems) they are usually able to manage difficult situations. Drivers often seem to be able to adapt and effectively regulate their behavior according to the demands of the driving situation. Not much is known about the functional behavior that allows drivers to successfully regulate their intentional demands. The current study aims to investigate these adaptations and provides a methodological approach to do so. 38 participants performed a simulated driving task while using an In-Vehicle Infotainment System. Driving data and activity data for the secondary task were recorded and analyzed continuously over time. Participants permanently adapted their driving behavior and particularly reduced their secondary task activity when approaching critical driving situations. Following that, drivers should be regarded as active managers of their workload capacities, who actively frame a driving situation and adjust their operating behavior to the environment. To measure these adjustments, a continuous analysis of both driving as well as secondary task behavior is essential.