When interruptions can boost sales: An on-line versus memory-based perspective

Consumer research about interruptions either assumes interruption homogeneity or single-product evaluations. To remedy these problematic assumptions, this research explores the interplay between different interruption features (i.e., timing, frequency, and duration) and information processing modes (i.e., on-line versus memory-based) through the lens of impression formation theory. Two experiments show overall evaluations and purchase intentions for single products are highly sensitive to interruption features. For bundled products, this sensitivity disappears, and overall evaluations and purchase intentions remain stable regardless of the interruption's features. These results explain why unexpected marketing outcomes associated with frequent later and short interruptions or one early interruption during a decision process always induce better single-product evaluations. These results also suggest several salesperson-customer interaction strategies for practitioners.