Transfer of Value From Decision Interruption

Mathew S. Isaac, Northwestern University, USA
C. Miguel Brendl, Northwestern University, USA
The present research provides the first empirical demonstration that the interruption and subsequent resumption of a decision task also affect the value placed on the chosen object. Task involvement is proposed to moderate this effect. We anticipate that consumers whose involvement is low will value the option selected from a choice set more if their decision task is interrupted. Conversely, highly involved consumers are expected to value the same option less than their uninterrupted counterparts. We contend that value confusion causes subjects to misattribute the net negative or net positive value derived from task interruption to the decision object.
[ to cite ]:
Mathew S. Isaac and C. Miguel Brendl (2009) ,"Transfer of Value From Decision Interruption", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 961-61.