When Why=Short Duration and How=Long Duration: the Moderating Role of Task Complexity

Rafay Siddiqui, University of South Carolina, USA
Frank May, University of South Carolina, USA
Ashwani Monga, University of South Carolina, USA
Research has shown that when individuals estimate the time it would take to complete a task, thinking in a ‘why’ vs. ‘how’ mindset leads to longer estimates. We show that when a task is complex, the reverse occurs, that is ‘how’ vs. ‘why’ thinkers perceive task duration to be longer.
[ to cite ]:
Rafay Siddiqui, Frank May, and Ashwani Monga (2013) ,"When Why=Short Duration and How=Long Duration: the Moderating Role of Task Complexity", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.