Attention Modes and Consumer Decision Making: Merely Attending to the Physical Environment Makes Price More Important

Ryan Rahinel, University of Cincinnati, USA
Rohini Ahluwalia, University of Minnesota, USA
Attention varies along a spectrum from experiencing, where one attends to their physical environment, to mind-wandering where one attends to thoughts, feelings, and daydreams. Five experiments show that an experiencing (vs. mind-wandering) mode leads one to believe that a product’s price will change and, subsequently, weight it more in decisions.
[ to cite ]:
Ryan Rahinel and Rohini Ahluwalia (2014) ,"Attention Modes and Consumer Decision Making: Merely Attending to the Physical Environment Makes Price More Important", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 163-167.