dc.contributor.author | Kapoor, Ankur | |
dc.contributor.author | Sahay, Arvind | |
dc.date.accessioned | 2019-05-14T03:55:27Z | |
dc.date.available | 2019-05-14T03:55:27Z | |
dc.date.issued | 2017 | |
dc.identifier.citation | 6. Kapoor, A., & Sahay, A. (2017). Please do interrupt, but nicely! The effect of positive and negative interruptions on product evaluation and choice. Advances in Consumer Research, 45, 701-702. Retrieved from http://acrwebsite.org/ volumes/1024190/volumes/v45/NA-45 | en_US |
dc.identifier.uri | http://hdl.handle.net/11718/21841 | |
dc.description.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. | en_US |
dc.publisher | Association for Consumer Research | en_US |
dc.subject | Product Evaluation | en_US |
dc.subject | Brand | en_US |
dc.subject | Product Choice | en_US |
dc.title | Please do interrupt, but nicely! The effect of positive and negative interruptions on product evaluation and choice | en_US |
dc.title.alternative | Advances in Consumer Research | en_US |
dc.type | Article | en_US |