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Cognitive Load Has Negative After Effects on Consumer Decision Making
Barbara Briers
Siegfried Dewitte
Mario Pandelaere
Luk Warlop
出版
Katholieke Universiteit Leuven, Faculty of Economics and Applied Economics, Department of Applied Economics
, 2005
URL
http://books.google.com.hk/books?id=4mrBGwAACAAJ&hl=&source=gbs_api
註釋
Concurrent cognitive load has a devastating effect on consumer decision making. Implicit in the theorizing about cognitive load seems to be that this negative effect disappears when the load is removed. Three experiments explored whether cognitive load produces after-effects and showed that various types of prior cognitive load increase the subsequent impact of easily available information on brand choice (study 1), product similarity ratings (study 2), and the quantity of food consumed in a taste test (study 3). Information availability was manipulated by means of a salience manipulation (poster display in study 1 and position of product attribute in study 2), and an accessibility manipulation (study 3).
