How multitasking influences consumer learning of brand associations
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