When and How Multitasking Impacts Consumer Shopping Decisions

A. Selin Atalay, H. Onur Bodur and Etienne Bressoud

Journal of Retailing, 2017, vol. 93, issue 2, 187-200

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.

Keywords: Multitasking; Mindset; Consumer decisions; Shopping task performance; Polychronicity; Task-induced stress (search for similar items in EconPapers)
JEL-codes: M30 M31 (search for similar items in EconPapers)
Date: 2017
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (4)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jouret:v:93:y:2017:i:2:p:187-200

DOI: 10.1016/j.jretai.2016.09.001

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