16N Gimme’ a Break! Determining When a Momentary Deactivation Leads to the Most Optimal Goal-Directed Consumption Behavior

Modern life is punctuated by breaks. We demonstrate how the framing of a break (i.e., congruency with the focal task and whether the break is expected vs. unexpected) motivates creative thinking and problem-solving towards a consumption goal pursuit, with consequences for optimal shopping choices



Citation:

Jerry Lewis Grimes (2019) ,"16N Gimme’ a Break! Determining When a Momentary Deactivation Leads to the Most Optimal Goal-Directed Consumption Behavior", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 971-971.

Authors

Jerry Lewis Grimes, Grenoble Ecole de Management, France



Volume

NA - Advances in Consumer Research Volume 47 | 2019



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