Document Type

Article - On Campus Only

Publication Date



Today's youth are media multitaskers who can watch TV, surf the Internet and read at the same time. This has a significant impact on the consumer marketplace. And while this can give them feelings of control, efficiency, engagement and assimilation, the paradox is that inefficiency, chaos, disengagement and enslavement also can occur. The authors propose that task-specific campaigns can help the positives outweigh the negatives in this paradox.

Recommended Citation

ROHM, ANDREW J., FAREENA SULTAN, and FLEURA BARDHI. “Multitasking Youth.” Marketing Management 18, no. 6 (November 2009): 20–25.