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
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