When and How Multitasking Impacts Consumer Shopping Decisions |
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| Institution: | 1. Frankfurt School of Finance and Management, Sonnemann Strasse 9-11, 60314 Frankfurt am Main, Germany;2. Concordia University, 1455 De Maisonneuve Blv. W., Montreal, QC H3G 1M8, Canada;3. BVA Group, 52 rue Marcel Dassault, 92100 Boulogne-Billancourt, France;1. Department of Marketing, Walton College of Business, University of Arkansas, 302 Business Building, Fayetteville, AR 72701, United States;2. Department of Marketing, Indian Institute of Management, MLSU Campus, Udaipur 313001, India;1. Department of Psychology, University of Florida & Children''s Digital Media Center @ LA, United States;2. School of Social Work, University of Southern California, Los Angeles, CA, United States;3. Department of Psychology, California State University, Los Angeles, Children''s Digital Media Center @ LA, United States;1. Boston College, Marketing Department, Fulton Hall, 140 Commonwealth Avenue, Chestnut Hill MA 02467, USA;2. Boston College, Information Systems Department, Fulton Hall, 140 Commonwealth Avenue, Chestnut Hill MA 02467, USA;1. Aix Marseille Univ, CNRS, INT, Institut de Neurosciences de la Timone, Marseille, France;2. Department of Psychology, National University of Singapore, Singapore |
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| Abstract: | This project provides insights into how multitasking impacts consumer decision-making. The effect of multitasking on shopping task performance is investigated across three studies. Authors propose that the effect of multitasking on consumers’ shopping task performance (e.g., to purchase low calorie snacks for a get together) is moderated by whether the consumer is in a how (implementation) or why (deliberation) mindset. To the benefit of consumers, results from two lab studies and a field experiment in a retail context suggest that shoppers in how-mindsets can multitask without any negative impact on shopping task performance. However, consumers in a why (deliberation) mindset are negatively affected by multitasking and this effect is mediated by task-induced stress. Results demonstrate that intervention to reduce the stress level eliminates the negative impact of multitasking on consumers in why-mindsets. Taken together, the results suggest that interventions to channel consumers to an implementation mindset or strategies to alleviate the stress levels can help consumers avoid negative impact of multitasking on shopping decisions. |
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| Keywords: | Multitasking Mindset Consumer decisions Shopping task performance Polychronicity Task-induced stress M30 M31 |
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