The Second Wind Phenomenon: Recovery From Cognitive Fatigue With Sensory Arousal

Historically, researchers studying cognitive overload have examined the effects on decision making such as suboptimal choice and choice deferral. However, consumer recovery from overload has not been examined. In an effort to address this issue, the current study examines self-reports of overload and the methods by which consumers attempt to recover. In addition, we will investigate post-recovery cognitive performance. In an initial pretest, participants reported that overload-relief strategies involving Social Interaction and Task Distraction were most effective. Follow up experiments are planned to address  objective post-recovery performance and validate self-report findings.


Adam Craig, Roland Leak, and Cait Poynor (2007) ,"The Second Wind Phenomenon: Recovery From Cognitive Fatigue With Sensory Arousal", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 344-345.


Adam Craig, University of South Carolina, USA
Roland Leak, University of South Carolina, USA
Cait Poynor, University of South Carolina, USA


NA - Advances in Consumer Research Volume 34 | 2007

Share Proceeding

Featured papers

See More


E9. “Power Distance, Social Aspiration, and Fair Trade Products” – the Interaction Effect of Power Distance Belief and Status Motivation on Fair Trade Product Consumption

Sunghee Jun, Seoul National University
Libby Youngjin Chun, Seoul National University
Kiwan Park, Seoul National University, USA

Read More


How Well Do Consumer-Brand Relationships Drive Customer Brand Loyalty? Generalizations from a Meta-Analysis of Brand Relationship Elasticities

Mansur Khamitov, Nanyang Technological University, Singapore
Xin (Shane) Wang, Western University, Canada
Matthew Thomson, Western University, Canada

Read More


Non-normative influence of self-decided prices on product-related inferences

Sudipta Mukherjee, Virginia Tech, USA
Mario Pandelaere, Virginia Tech, 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.