How Multitasking Influences Consumer Learning of Brand Associations
This research shows that consumer multitasking facilitates learning of brand associations. Though prior research assumes that predictive learning - the process of learning to predict brand related outcomes - will be attenuated when cognitive resources are constrained, we show that multitasking facilitates predictive learning by narrowing attention.
Christilene du Plessis, Steven Sweldens, and Stijn M van Osselaer (2016) ,"How Multitasking Influences Consumer Learning of Brand Associations", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 139-144.
Christilene du Plessis, Erasmus University Rotterdam, The Netherlands
Steven Sweldens, Erasmus University Rotterdam, The Netherlands
Stijn M van Osselaer, Cornell University, USA
NA - Advances in Consumer Research Volume 44 | 2016
Silencing the Call of the Sirens
Janet Schwartz, Tulane University, USA
Thou Shalt Not Look! When Processing the Odds Visually Biases Gambling Behavior
Rod Duclos, Western University, Canada
Mansur Khamitov, Nanyang Technological University, Singapore
My Money is Yours, but My Time is Still Mine: Inseparability of Consumption from the Self Increases Control and Giving
John P. Costello, Ohio State University, USA
Selin A. Malkoc, Ohio State University, USA