Abstract

AbstractDespite the ubiquity of multitasking, prior research has ignored potential carryover effects of concurrent task performance on the way individuals interpret subsequent consumption behaviors and decisions. This study evinces that extensive use of updating, an executive function central to multitasking and necessary for construing actions abstractly, reduces the likelihood that it will be used on subsequent tasks. Accordingly, the results of three studies show that extensive employment of updating (via multitasking) reduces an individual's propensity to construe behaviors (consumption or otherwise) in abstract (vs. concrete) terms, influencing consumer choices. Specifically, we show that individuals are less likely to choose healthy food items (i.e., those consistent with long‐term health goals) and favor feasibility over desirability following episodes of multitasking. Further, we rule out general cognitive depletion and mood as alternative explanations for such carryover effects.

Talk to us

Join us for a 30 min session where you can share your feedback and ask us any queries you have

Schedule a call

Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.