Is It Still Working? the Effects of Task Difficulty on Perceived Duration of Product Efficacy

Consumers’ judgments of how long products remain efficacious are a critical factor in determining product (mis)use. We demonstrate that these judgments depend on the task undertaken during consumption. Three studies show that perceived efficacy duration is shorter (longer) when the task is perceived to be difficult (easy).



Citation:

Veronika Ilyuk, Lauren Block , and David Faro (2012) ,"Is It Still Working? the Effects of Task Difficulty on Perceived Duration of Product Efficacy ", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 168-172.

Authors

Veronika Ilyuk, Baruch College, USA
Lauren Block , Baruch College, USA
David Faro, London Business School, UK



Volume

NA - Advances in Consumer Research Volume 40 | 2012



Share Proceeding

Featured papers

See More

Featured

Stigmatization of a Cultural Ritual

Ingeborg Astrid Kleppe, Norwegian School of Economics and Business Administration, Norway
Natalia Maehle, Western Norway University of Applied Sciences
Cele Otnes, University of Illinois at Urbana-Champaign, USA

Read More

Featured

A Meta-Analysis on the Endowment Effect in Experiments

DANIEL SUN, University of Calgary, Canada

Read More

Featured

Data-Driven Computational Brand Perception

Sudeep Bhatia, University of Pennsylvania, USA
Christopher Olivola, Carnegie Mellon University, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.