Please Do Interrupt, But Nicely! the Effect of Positive and Negative Interruptions on Product Evaluation and Choice

This research studies the affective consequences of interruptions on evaluation and choice. Six studies demonstrate that positive (negative) interruptions lead to unfavourable (favourable) evaluation and lower (higher) choice of pre-interruption products; but favourable (unfavourable) evaluation and higher (lower) choice of post-interruption products. Relevant mediation and moderation effects are also found.



Citation:

Ankur Kapoor and Arvind Sahay (2017) ,"Please Do Interrupt, But Nicely! the Effect of Positive and Negative Interruptions on Product Evaluation and Choice", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 701-702.

Authors

Ankur Kapoor, Indian Institute of Management, India
Arvind Sahay, Indian Institute of Management, India



Volume

NA - Advances in Consumer Research Volume 45 | 2017



Share Proceeding

Featured papers

See More

Featured

Why is 1 out of 20 Riskier than 5%? Effect of Representing Unlikely Events as Frequency versus Percentage on Risk Perceptions

Nevena T Koukova, Lehigh University
Joydeep Srivastava, Temple University, USA

Read More

Featured

M3. #FOMO: How the Fear of Missing Out Drives Consumer Purchase Decisions

Michelle van Solt, Florida International University
Jessica Rixom, University of Nevada, Reno
Kimberly Taylor, Florida International University

Read More

Featured

Using multi-methods in behavioral pricing research

Haipeng Chen, University of Kentucky, USA
David Hardesty, University of Kentucky, USA
Akshay Rao, University of Minnesota, USA
Lisa Bolton, Pennsylvania 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.