PT  - JOURNAL ARTICLE
AU  - Joseph J. Pilotta
AU  - Don Schultz
TI  - Simultaneous Media Experience and Synesthesia
AID  - 10.1017/S0021849905050087
DP  - 2005 Mar 01
TA  - Journal of Advertising Research
PG  - 19--26
VI  - 45
IP  - 1
4099  - http://www.journalofadvertisingresearch.com/content/45/1/19.short
4100  - http://www.journalofadvertisingresearch.com/content/45/1/19.full
SO  - J Advert Res2005 Mar 01; 45
AB  - The findings demonstrate that simultaneous media usage is a fact, undermining typical media measurements done in isolated environments that neglect the everyday patterns of media users. More importantly, the simultaneous media experience points to the concept of synesthesia as an experiential integrator of differing sensory fields. The experience of simultaneous media foreground/background relationship needs to be incorporated into the media planning and allocation mix if we are to actually address the consumers' media experience with multitasking.