Please Do Interrupt, But Nicely! the Effect of Positive and Negative Interruptions on Product Evaluation and Choice

Ankur Kapoor, Indian Institute of Management, India
Arvind Sahay, Indian Institute of Management, India
This research studies the affective consequences of interruptions on evaluation and choice. Six studies demonstrate that positive (negative) interruptions lead to unfavourable (favourable) evaluation and lower (higher) choice of pre-interruption products; but favourable (unfavourable) evaluation and higher (lower) choice of post-interruption products. Relevant mediation and moderation effects are also found.
[ to cite ]:
Ankur Kapoor and Arvind Sahay (2017) ,"Please Do Interrupt, But Nicely! the Effect of Positive and Negative Interruptions on Product Evaluation and Choice", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 701-702.