Distractions: Friend Or Foe in the Pursuit of Conscious and Nonconscious Goals?

Eunice Kim Cho, Pennsylvania State University, USA
Andrew Mitchell, University of Toronto, Canada
Ravi Dhar, Yale University, USA
We examine how conscious and nonconscious goal pursuits diverge when encountering distractions of various types. Three studies demonstrate that resource consuming distractions increase the accessibility and importance of conscious focal goals, but not of nonconscious focal goals, and thereby have an ironic effect of facilitating the pursuit of conscious goals.
[ to cite ]:
Eunice Kim Cho, Andrew Mitchell, and Ravi Dhar (2013) ,"Distractions: Friend Or Foe in the Pursuit of Conscious and Nonconscious Goals?", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.