Drawing Conclusions While Multitasking: Distracting Background Ads Cue Consumers to Infer Product Interest Through Metacognitive Inferences
Marketing stimuli are often non-focal background stimuli rather than the focus of consumers’ undivided attention. This research explores how interest in products in background advertisements is driven by metacognitive inferences about distraction. These inferences can lead to increased or decreased interest in products depending on what lay theory is accessible.
Daniel M Zane, Robert W Smith, and Rebecca Walker Reczek (2016) ,"Drawing Conclusions While Multitasking: Distracting Background Ads Cue Consumers to Infer Product Interest Through Metacognitive Inferences", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 139-144.
Daniel M Zane, Ohio State University, USA
Robert W Smith, Ohio State University, USA
Rebecca Walker Reczek, Ohio State University, USA
NA - Advances in Consumer Research Volume 44 | 2016
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