When Why=Short Duration and How=Long Duration: the Moderating Role of Task Complexity
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.
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.
Rafay Siddiqui, University of South Carolina, USA
Frank May, University of South Carolina, USA
Ashwani Monga, University of South Carolina, USA
NA - Advances in Consumer Research Volume 41 | 2013
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