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.



Citation:

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.

Authors

Christilene du Plessis, Erasmus University Rotterdam, The Netherlands
Steven Sweldens, Erasmus University Rotterdam, The Netherlands
Stijn M van Osselaer, Cornell University, USA



Volume

NA - Advances in Consumer Research Volume 44 | 2016



Share Proceeding

Featured papers

See More

Featured

Silencing the Call of the Sirens

Janet Schwartz, Tulane University, USA

Read More

Featured

Thou Shalt Not Look! When Processing the Odds Visually Biases Gambling Behavior

Rod Duclos, Western University, Canada
Mansur Khamitov, Nanyang Technological University, Singapore

Read More

Featured

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

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.