Anastasia G Kononova
Associate Professor | Michigan State University
East Lansing, MI, UNITED STATES
Anastasia Kononova's primary research interest is related to exploring media multitasking behavior, using multiple media at the same time.
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Biography
Anastasia Kononova is an associate professor of advertising at MSU. Media multitasking is an overarching focus of Kononova's interdisciplinary and international research that lies in the intersection of three areas: media and technology use across different cultures and social groups; psychological responses to media devices and persuasive messages; and advertising and digital literacy. Kononova's primary research interest is related to exploring media multitasking behavior, i.e. using/being exposed to multiple media at the same time. Studying media multitasking patterns reflects idiosyncrasies and commonalities of media use across markets. Such knowledge helps enhance international communication, especially with regard to using multiple platforms to convey messages effectively. Kononova has studied media multitasking not only in a cross-cultural setting but also across the lifespan, focusing on media use behaviors of older adults.
A large body of Kononova's media multitasking research is devoted to exploring the effects of this behavior on cognition, emotion, rationalization, and resistance to persuasion. Kononova has found that switching between online tasks and using multiple screen devices at the same time negatively affect memory for mediated content, elicit less skeptical responses to persuasive messages (e.g., health and advertising messages), and hinder rational choices (e.g., choice of healthful snacks). In a related area of research, Kononova has explored how individuals cognitively and affectively respond to advertising messages placed in congruent and incongruent online contexts.
In a recent project, Kononova focused on the use of health mobile applications (apps) and privacy concerns associated with sharing personal information via smartphones, exploring credibility judgments that individuals made of sponsored health mobile apps.
Kononova's word appeared in highly ranked peer-reviewed journals, such as Computers in Human Behavior, Cyberpsychology, Behavior, and Social Networking, International Journal of Communication, Journal of Health Communication, Journal of Medical Internet Research: mHealth and uHealth, and others.
Before joining the Department of Advertising and Public Relations at Michigan State University, Anastasia worked as an assistant professor of communication and media at the American University of Kuwait.
Industry Expertise (3)
Research
Education/Learning
Media - Broadcast
Areas of Expertise (4)
New Media
International Communication
Media Multitasking
Advertising
Education (3)
University of Missouri: Ph.D., Journalism 2010
Oklahoma State University: M.S., Mass Communication 2006
Rostov State University: B.A., International Journalism 2003
Affiliations (3)
- American Academy of Advertising (AAA) : Member
- International Communication Organization (ICA) : Member
- Association for Education in Journalism and Mass Communication : Member
Links (5)
News (3)
MSU survey: 7 in 10 consumers deceived into buying counterfeit products online
MSU Today online
2023-10-19
The study was led by researchers in MSU’s College of Communication Arts and Sciences: Professor of Advertising Saleem Alhabash, Associate Professor of Advertising Anastasia Kononova, Professor of Retailing Patricia Huddleston, and graduate students Moldir Moldagaliyeva and Heijin Lee.
What will make grandma use her Fitbit longer?
MSU Today online
2019-11-18
“For older adults, motivation is about partnership and collaboration, such as walking together,” said Anastasia Kononova, assistant professor of advertising, who was on the research team. “It’s about being active together, not competing.”
Multiple screen use affects snack choices
MSU Today online
2018-03-16
Specifically, when people engage in media multitasking that makes them feel good, they're more prone to eat healthy, said Anastasia Kononova, assistant professor in the Department of Advertising and Public Relations, who led the study.
Event Appearances (3)
The Rise of Multitasking Consumer: Why Using Media and Devices at the Same Time is Relevant to Advertising
2019 American Academy of Advertising Dallas, Texas
Does multiscreening predict perceptions of advertising in different countries differently? A comparison between the United States and the Netherlands
2018 International Conference on Research in Advertising Valencia, Spain
Is media multitasking a good remedy to avoid advertising? The effects of media multitasking habit on ad avoidance behaviors mediated by perceived advertising clutter and advertising skepticism
47th annual meeting of Western Decisions Science Institute Kauai, Hawaii
Research Grants (3)
The role of modality in operating consumer vehicles: Perspectives from younger and older customers on touch- and voice-based commands.
Nuance DRIVE Lab $40,000
Spring 2019/Spring 2020 – Summer 2020
Watching animals to reduce stress
Detroit Zoo $16,790
Fall 2018/Spring 2019
Algorithms vs. people: Effects of relevant and irrelevant ads in programmatic buying on consumers’ self-perceptions
School of Business at Endicott College $1,200
Fall 2018/Spring 2019
Journal Articles (5)
Can Brand Sponsorship Increase Download Intention for mHealth Apps? The Role of Issue Relevance, Brand Involvement, and Perceived App Quality
Journal of Promotion Management2022 Given the ubiquity of mobile health apps, marketers are increasingly using this technology as a popular promotional strategy. The current study investigates the roles of health issue relevance, brand involvement, and perceived app quality in influencing individuals’ download intention for sponsored mobile health apps.
Consumption of Fruits, Vegetables, and Nuts Can Be Increased When Multitasking with Screen Devices
Health Communication2022 Past research shows that people overconsume energy-dense, nutrient-poor (EDNP) foods when they are not paying attention to environmental cues that encourage consumption. Very little is known about the mindless consumption of nutritious foods (herein referred to as preferred foods).
Smartphone Users’ Persuasion Knowledge in the Context of Consumer mHealth Apps: Qualitative Study
JMIR Mhealth Uhealth2021 Persuasion knowledge, commonly referred to as advertising literacy, is a cognitive dimension that embraces recognition of advertising, its source and audience, and understanding of advertisers’ persuasive and selling intents as well as tactics. There is little understanding of users’ awareness of organizations that develop or sponsor mobile health (mHealth) apps, especially in light of personal data privacy.
Habit Formation in Wearable Activity Tracker Use Among Older Adults: Qualitative Study
JMIR Mhealth Uhealth2021 Wearable activity trackers are popular devices used to motivate behavior change. Wearable activity trackers are especially beneficial for encouraging light physical activity such as walking, which is an ideal behavior for older adults or individuals who cannot be physically active at moderate and vigorous levels.
Understanding Older Adults’ Preferences for and Motivations to Use Traditional and New ICT in Light of Socioemotional Selectivity and Selection, Optimization, and Compensation Theories
International Journal of Communication2020 We explored older adults’ use of a wide range of traditional and new ICTs under the framework of socioemotional selectivity theory (SST) and selection, optimization, and compensation (SOC) theory.
