To Attend Or to Avoid? the Differential Effects of Interruptions and Distractions on Product Evaluation

This paper investigates how using mature models in ads can respond to the spiritual needs of older adults. The analysis of 40 in-depth interviews with older adults confirms the existence of spiritual needs and helps understand the reaction of older consumers to the use of senior models in ads.



Citation:

Ankur Kapoor, Neharika Vohra, and Arvind Sahay (2018) ,"To Attend Or to Avoid? the Differential Effects of Interruptions and Distractions on Product Evaluation", in AP - Asia-Pacific Advances in Consumer Research Volume 12, eds. Shailendra Pratap Jain, Akshaya Vijayalakshmi, and , Duluth, MN : Association for Consumer Research, Pages: 61-62.

Authors

Ankur Kapoor, Indian Institute of Management Ahmedabad, India
Neharika Vohra, Indian Institute of Management Ahmedabad, India
Arvind Sahay, Indian Institute of Management Ahmedabad, India



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 12 | 2018



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