Can't Finish What You Started? Consumption Following Climactic Interruption

Daniella Kupor, Stanford University, USA
Taly Reich, Stanford University, USA
Baba Shiv, Stanford University, USA
Individuals experience a greater frequency of interruptions and multitasking than ever before. Interruptions by e-mails, phone calls, texts and other sources of disruption are ubiquitous. We examine the important unanswered question of whether interruptions engender a quest for a resolution through the pursuit of closure-associated behaviors. Specifically, we explore and demonstrate the possibility that interruptions trigger a need for a resolution that manifest in the choice of behaviors even in totally unrelated domains. This is the case when the interruption disrupts an activity or task at its climactic moments (e.g., just before the delivery of the punch line of a comedy act) rather than at non-climactic moments. Finally, we demonstrate that such resolution-inducing behaviors will occur even if they are associated with a personal cost.
[ to cite ]:
Daniella Kupor, Taly Reich, and Baba Shiv (2012) ,"Can't Finish What You Started? Consumption Following Climactic Interruption", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1140-1140.