Consumers, interrupted : the effect of interruptions on persuasion and decision making
Abstract/Contents
- Abstract
- Individuals experience a greater frequency of interruptions than ever before. In the current research, I find that interruptions provide opportunities for subjective cognitive experiences (e.g., curiosity, need for closure) to enter consumers' thought processes and shape their attitudes and decisions about products not only within the interrupted domain (Chapter 1) but also outside of it (Chapter 2). Chapter 1 reveals that interruptions that temporarily disrupt a persuasive message can increase consumers' processing of that message. As a result, consumers can be more persuaded by interrupted messages than they would be by the exact same messages delivered uninterrupted. In documenting this effect, the current research departs from past research illuminating the negative effects of interruptions, and delineates the mechanism through which and conditions under which momentary interruptions can promote persuasion. When consumers are prevented from returning to the interrupted information, Chapter 2 reveals that their unsatisfied desire to view the interrupted information manifests as a need for closure that reduces their processing of unrelated content. Together, this research illuminates the powerful impact that interruptions can have on consumer persuasion and decision-making.
Description
| Type of resource | text |
|---|---|
| Form | electronic; electronic resource; remote |
| Extent | 1 online resource. |
| Publication date | 2016 |
| Issuance | monographic |
| Language | English |
Creators/Contributors
| Associated with | Kupor, Daniella M |
|---|---|
| Associated with | Stanford University, Graduate School of Business. |
| Primary advisor | Shiv, Baba, 1960- |
| Primary advisor | Tormala, Zakary L |
| Thesis advisor | Shiv, Baba, 1960- |
| Thesis advisor | Tormala, Zakary L |
| Thesis advisor | Laurin, Kristin |
| Advisor | Laurin, Kristin |
Subjects
| Genre | Theses |
|---|
Bibliographic information
| Statement of responsibility | Daniella M. Kupor. |
|---|---|
| Note | Submitted to the Graduate School of Business. |
| Thesis | Thesis (Ph.D.)--Stanford University, 2016. |
| Location | electronic resource |
Access conditions
- Copyright
- © 2016 by Daniella Miriam Kupor
- License
- This work is licensed under a Creative Commons Attribution Non Commercial 3.0 Unported license (CC BY-NC).
Also listed in
Loading usage metrics...