As second-screening becomes the norm, attention spans are dwindling. But how exactly does multitasking affect our ability to identify useful information? Canvas8 spoke to Dr. Daniel Zane, an associate professor at the University of Miami, to understand what happens when we’re distracted by ads.
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Dr. Daniel Zane is an assistant professor of marketing at the Lehigh University College of Business. In one stream of research, he examines the psychology behind consumers’ response to sustainable products, especially the barriers that prevent them from purchasing such products. In another stream of research, Dr. Zane explores the inferences that consumers draw about both themselves and others based on the experiences they have, such as being distracted by a background advertisement or how much they enjoy a consumption experience, and how these inferential processes influence consumers in domains such as advertising and online behaviour. His research appears in top marketing journals.
