Please do interrupt, but nicely! The effect of positive and negative interruptions on product evaluation and choice

Abstract

Interruptions have become pervasive in our lives (Carrier et al. 2009). Extant research has only looked at the cognitive dimensions (timing, duration and cognitive demand), but not at the affective dimensions of interruptions, which is a lacuna because no interruption is devoid of affective undertones (An interruption from a tele-marketer selling offers induces a different affective response than a call from an old friend). Thus, understanding the impact of interruptions with positive and negative affective consequences on focal tasks can provide rich theoretical and practical insights. This research explores the impact of valenced interruptions on product evaluation and choice. It is found that valenced interruptions lead to stronger contrast in evaluation of otherwise similar products. Five studies demonstrate that positive (negative) interruptions lead to unfavourable (favourable) evaluation and lower (higher) choice of preinterruption products; but favourable (unfavourable) evaluation and higher (lower) choice of post-interruption products.