Multitasking: Perception and Performance

Previous research has demonstrated the detrimental effects of multitasking on performance. This paper shows that multitasking versus single-tasking is often a matter of perception. That is, the same activity may be framed as multitasking or single-tasking. Across 22 studies, we demonstrate that the mere perception of multitasking improves performance.


Shalena Srna, Rom Schrift, and Gal Zauberman (2016) ,"Multitasking: Perception and Performance", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 630-631.


Shalena Srna, The Wharton School, University of Pennsylvania, USA
Rom Schrift, The Wharton School, University of Pennsylvania, USA
Gal Zauberman, Yale School of Management, USA


NA - Advances in Consumer Research Volume 44 | 2016

Share Proceeding

Featured papers

See More


Crossing Race and Markets: Introducing the Race in the Marketplace Research Network

Kevin D Thomas, University of Texas at Austin, USA
Sonya Grier, American University, USA
Guillaume D Johnson, Université Paris-Dauphine

Read More


Format Neglect?: How Different Rank Claim Formats Influence Preference

Julio Sevilla, University of Georgia, USA
Mathew S. Isaac, Seattle University
Rajesh Bagchi, Virginia Tech, USA

Read More


People Overpredict the Benefit of Using Expensive Items and Appearing Rich in Friend-Making

Xilin Li, University of Chicago, USA
Christopher Hsee, University of Chicago, 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.