Crossing the Virtual Boundary: the Effect of Incidental Cues on Task Accomplishment

We show that incidental environmental cues—whether physical, informational, or semantic—can serve as a virtual boundary for many task-oriented activities and define the perceived start of the task experience. Once this boundary is crossed, people adopt an in-system mindset, leading to greater task commitment, action orientation, and optimism.


Min Zhao, Leonard Lee, and Dilip Soman (2011) ,"Crossing the Virtual Boundary: the Effect of Incidental Cues on Task Accomplishment", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.


Min Zhao, University of Toronto, Canada
Leonard Lee, Columbia University, USA
Dilip Soman, University of Toronto, Canada


NA - Advances in Consumer Research Volume 38 | 2011

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