How Attentional Overload Affects Consumer Preferences
Shoppers often buy extended warranty along with durables. Merely presenting the warranty decision on a separate screen (vs. the same screen along with the durable) can make shoppers more likely to buy the warranty. Presenting the warranty decision on a separate screen reduces the attentional overload and increases decision importance.
Citation:
Jeffrey Kang, Manoj Thomas, and Dinesh Gauri (2021) ,"How Attentional Overload Affects Consumer Preferences", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 431-432.
Authors
Jeffrey Kang, Cornell University
Manoj Thomas, Cornell University
Dinesh Gauri, University of Arkansas
Volume
NA - Advances in Consumer Research Volume 49 | 2021
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