Is It Still Working? the Effects of Task Difficulty on Perceived Duration of Product Efficacy

Veronika Ilyuk, Baruch College, USA
Lauren Block , Baruch College, USA
David Faro, London Business School, UK
Consumers’ judgments of how long products remain efficacious are a critical factor in determining product (mis)use. We demonstrate that these judgments depend on the task undertaken during consumption. Three studies show that perceived efficacy duration is shorter (longer) when the task is perceived to be difficult (easy).
[ to cite ]:
Veronika Ilyuk, Lauren Block , and David Faro (2012) ,"Is It Still Working? the Effects of Task Difficulty on Perceived Duration of Product Efficacy ", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 168-172.