An Introduction to Multitasking and Texting: Prevalence and Impact on Grades and GPA in Marketing Classes
Abstract
This exploratory study looks at the phenomena of texting in a marketing education context. It outlines the difficulties of multitasking within two metacognitive models of learning and sets the stage for further research on the effects of texting within class. Students in marketing classes in two different universities were surveyed. They received an average of 37 texts per day and initiated about 16. More than 90% of the respondents reported receiving texts while in class and 86% reported texting someone from class. Even though students believed they could follow a lecture and text at the same time, respondents who did text within marketing classes received lower grades. Contrary to other research, texting frequency was generally unrelated to GPA. Implications for both pedagogical issues and research in marketing education are discussed.
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Clayson and Haley (2012) reported that 68% of students believed they could attend to a lecture and text at the same time, yet students who texted received lower grades.
“Clayson and Haley (2012) reported that 68% of students believed they could attend to a lecture and text at the same time, yet students who texted received lower grades.”
From Efficient, helpful, or distracting? A literature review of media multitasking in relation to academic performance (2018) · cites this paper as Clayson & Haley, 2012
Three of 11 correlational studies found no relationship between media use during academic activities and overall grades or test scores.
“Three of 11 studies found no relationship (Clayson & Haley, 2013; Karpinski, Kirschner, Ozer, Mellott, & Ochwo, 2012 1 ; Wei, Wang, & Klausner, 2012),”
From The consequences of media multitasking for youth: A review (2015) · cites this paper as Clayson & Haley, 2013
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- Authors
- Clayson, D. E., & Haley, D. A.
- Affiliations
- University of Northern Iowa (US)
- Southeastern Oklahoma University, Durant, OK, USA
- Venue
- Journal of Marketing Education
- Publisher
- SAGE Publications
- Published
- 2012-12-06
- Volume
- 35
- Issue
- 1
- Pages
- 26-40
- ISSN
- 0273-4753 (ISSN-L)
- 1552-6550
- OpenAlex
- W2143736274
- Cited by
- 68
- References
- 71
- Citations by year
- 2026: 2 · 2025: 5 · 2024: 3 · 2022: 6 · 2021: 11 · 2020: 4 · 2019: 6 · 2018: 9 · 2017: 3 · 2016: 4 · 2015: 11 · 2014: 4
- FWCI
- 10.92
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- Journal of Marketing Education (publishedVersion)
- UNI ScholarWorks (University of Northern Iowa) (submittedVersion)
- Topics
- Social Sciences › Business, Management and Accounting › Management of Technology and Innovation › Management and Marketing Education
- Physical Sciences › Computer Science › Information Systems › Mobile Learning in Education
- Social Sciences › Decision Sciences › Information Systems and Management › Personal Information Management and User Behavior
- Keywords
- text messaging, multitasking, marketing education, student grades, GPA, mobile phones in the classroom
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