How multitasking influences consumer learning of brand associations

Author

Christilene du PLESSIS, Singapore Management UniversityFollow
Steven SWELDENS
Stijn VAN OSSELAER

Publication Type

Conference Proceeding Article

Publication Date

10-2016

Abstract

This research shows that consumer multitasking facilitates learning of brand associations. Though prior research assumes that predictive learning - the process of learning to predict brand related outcomes - will be attenuated when cognitive resources are constrained, we show that multitasking facilitates predictive learning by narrowing attention.

Discipline

Marketing

Research Areas

Marketing

Publication

NA - Advances in Consumer Research Volume 44 (2016)

Volume

44

First Page

139

Last Page

144

Publisher

Association for Consumer Research

City or Country

Berlin, Germany

Citation

du PLESSIS, Christilene; SWELDENS, Steven; and VAN OSSELAER, Stijn. How multitasking influences consumer learning of brand associations. (2016). NA - Advances in Consumer Research Volume 44 (2016). 44, 139-144.
Available at: https://ink.library.smu.edu.sg/lkcsb_research/5800

Additional URL

https://www.acrwebsite.org/volumes/1022477/volumes/v44/NA-44