The impact of non-volitional interferences on product evaluation and choice

Abstract

The integration of our lives with internet, smartphones and wearable devices has made interferences (such as interruptions and distractions) pervasive. This research investigates the impact of such interferences on information processing, and on downstream effects related to product evaluation and choice.

In essay 1, we explore the affective characteristics of interruptions (while previous research has looked at the non-affective characteristics). It is found that affective interruptions lead to higher contrast in otherwise similar products, and that the direction of contrast depends on the valence (positive/ negative) of the interruption. Contrasting interruptions with breaks (planned and expected interferences) reveals that it is not only the content but also the

manner (random, unexpected and externally generated) of interruptions that lead to the observed effects.

In essay 2, we contrast interruptions and distractions on cognitive (attentional load) and affective characteristics. It is found that distractions produce higher attentional load than interruptions, leading to higher focus on global/ heuristic aspects of product information. On the other hand, interruptions produce stronger affective reactions than distractions, leading to stronger (favourable or unfavourable) evaluation of post-interference products.

Moderation of brand strength on the aforementioned main effects is also explored, along with a field study to assess the effects in a real-world setting.