TITLE

When Consumer Multitasking Emerges and How It Reshapes Consumer Behavior

PUB. DATE
January 2016
SOURCE
Advances in Consumer Research;2016, Vol. 44, p139
SOURCE TYPE
Conference Proceeding
DOC. TYPE
Proceeding
ABSTRACT
The article offers information on the session "When Consumer Multitasking Emerges and How It Reshapes Consumer Behavior" during the 47th Annual Conference of the Association for Consumer Research (ACR) held in Berlin, Germany on October 27-30, 2016. Topics include influence of multitasking on consumer learning of brand associations; inferring product interest through metacognitive inferences by consumers due to distracting background advertising; and restoring self-control by changing contexts.
ACCESSION #
122352596

 

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