Claire M Segijn

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Contact Me

Hubbard School of Journalism and Mass Communication
206 Church St SE
111 Murphy Hall

I am an Assistant Professor in Advertising at the Hubbard School of Journalism and Mass Communication, University of Minnesota – Twin Cities. My research interests include synced advertising, multiscreening, media multitasking, attention, and advertising effectiveness. My work has been published in top tier journals in the field of communication and advertising (e.g., Human Communication Research, Journal of Advertising, International Journal of Advertising). Furthermore, my work has been honored with several awards of the International Communication Association and the American Academy of Advertising. In 2017 and 2018, I received the Baschwitz article of the year award for young researchers. In my work, I make use of different methods (e.g., experiment, survey, media diaries, content analysis) with a special interest in eye-tracking. I have experience with both the fixed eye-tracker and the eye-tracker glasses. Between 2014 and 2017, I wrote a dissertation at the University of Amsterdam entitled “Everyday Multiscreening. How the simultaneous usage of multiple screens affects information processing and advertising effectiveness,” which was awarded with the Annie Lang Dissertation Award in May 2018. I have taught several courses both to undergraduate and graduate students, ranging from individual supervision to teaching in front of large groups of students.

Educational Background & Specialties

Educational Background

  • Ph.D.: Communication Science, University of Amsterdam, the Netherlands, 2017.
  • MSc.: Research Master in communication Science, University of Amsterdam, the Netherlands, 2012.
  • BSc.: Communication Science, University of Amsterdam, the Netherlands, 2010.

Curriculum Vitae


  • Synced advertising
  • Multiscreening
  • Media Multitasking
  • Attention
  • Advertising effects
  • Information processing and memory
Courses Taught
  • JOUR 1001: Introduction to Mass Communication
  • JOUR 3005: Mass Media Effects
  • JOUR 4251: Pyschology of Advertising
  • Segijn, C. M.& Eisend, M. (in press). A meta-analysis into multiscreening and advertising effectiveness: Direct effects, moderators, and underlying mechanisms. Journal of Advertising, doi: 10.1080/00913367.2019.1604009
  • Duff, B. R. L. &Segijn, C. M. (2019). Advertising in a media multitasking era: considerations and future directions. Journal of Advertising, 48(1), 27-37. doi: 10.1080/00913367.2019.1585306
  • Segijn, C. M. (2019). A new mobile data driven message strategy called synced advertising: Conceptualization, implications, and future directions. Annals of the International Communication Association, 43 (1), 58-77. doi: 10.1080/23808985.2019.1576020
  • Segijn, C. M. Xiong, S. & Duff, B. R. L. (2019). Manipulating and measuring media multitasking: Implications of previous research and guidelines for future research. Communication Methods and Measures, 13(2), 83-101. doi: 10.1080/19312458.2018.1555797
  • Segijn, C. M.& Kononova, A. (2018). Examining audience, media, and cultural factors as predictors of multiscreen use: A comparative study of the Netherlands and the United States. International Journal of Communication, 12, 4708-4730.
  • Segijn, C. M., (2017). Alledaags multiscreening. Hoe informatieverwerking en reclame-effectiviteit wordt beïnvloed door het gebruik van meerdere schermen tegelijkertijd [Everyday multiscreening. How the simultaneous usage of multiple screens affects information processing and advertising effectiveness]. Tijdschrift voor Communicatiewetenschap, 45(4), 267-285.
  • Segijn, C. M., Voorveld, H. A. M., & Smit, E. G. (2017). How related multiscreening could positively affect advertising outcomes. Journal of Advertising, 46(4), 455-472. doi: 10.1080/00913367.2017.1372233
  • Segijn, C. M. Voorveld, H. A. M., Vandeberg, L., Pennekamp, S. F., & Smit, E. G. (2017). Insight into everyday media use with multiple screens. International Journal of Advertising, 36(5), 779-797.
  • Smit, E. G., Segijn, C. M., van de Giessen, W., Wottrich, V. M., Vandeberg, L., & Voorveld, H. A. M. (2017). Media multitasking and the role of task relevance in background advertising processing. In V. Žabkar & M. Eisend & (Eds). Advances in Advertising Research VIII: Challenges in an Age of Dis-Engagement (pp. 197-212).Wiesbaden, Germany: Springer-Gabler.
  • Segijn, C. M., Voorveld, H. A. M., Vandeberg, L., & Smit, E. G. (2017). The battle of the screens: Unravelling attention allocation and memory effects when multiscreening. Human Communication Research, 43(2), 295-314. doi: 10.1111/hcre.1210
  • Segijn, C. M., Voorveld, H. A. M., & Smit, E. G. (2016). The underlying mechanisms of multiscreening effects. Journal of Advertising, 45(4), 391-402. doi: 10.1080/00913367.2016.1172386
  • Segijn, C. M. (2016). Second screen advertising: A typology of multiscreening. In P. De Pelsmacker (Ed.), Advertising in new formats and media: Current research and implications for marketers (pp 77-96). Bingley: Emerald Books.
  • Voorveld, H. A. M., Segijn, C. M., Ketelaar, P., & Smit, E. (2014). Investigating the prevalence and predictors of media multitasking across countries. International Journal of Communication, 8, 2755-2777.
  • Segijn, C. M., Bartholomé, A. A. J., Pennekamp, S. F., & Timmers, M. (2014). De afbeelding van statusverschillen in sekse en etniciteit in Nederlandse non-fictie programma’s [The portrayal of status differences in gender and ethnicity in Dutch non-fiction television]. Tijdschrift voor Communicatiewetenschap, 42, 305-320. doi: 10.5553/TCW/138469302014042003008
  • Maslowska, E. H., Segijn, C. M., Vakeel, K. A. & Viswanathan, V. (Accept). How consumers attend to online reviews. An eye-tracking and network approach. International Journal of Advertising. doi: 10.1080/02650487.2019.1617651
  • Global Programs & Strategy Alliance, International Travel Award, June, 2019
  • AAA Research Fellowship Award, March, 2019
  • ASCoR Baschwitz Article of the Year Award for Young Researchers 2017
  • Emerging Scholar Research Grant, Mobile Communication Interest Group, ICA, May, 2018
  • Annie Lang Dissertation Award, Information Systems, ICA, May, 2018
  • Article of the Year 2017 Finalist, Journal of Advertising, March, 2017
  • ASCoR Baschwitz Article of the Year Award for Young Researchers 2016
  • Promising Student Paper Award, Information Systems, 2017, International Communication Assocation
  • Best Student Conference Paper Award, 2016, American Academy of Advertising
  • Best Student Conference Paper Award, 2015, American Academy of Advertising
  • Biennial Best Dissertation Award of the Mobile Communication Interest Group (ICA), May, 2019