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Cognitive Load has Negative After Effects on Consumer Decision MakingSiegfried DewitteKU Leuven - Faculty of Business and Economics (FBE) Mario PandelaereCatholic University of Leuven (KUL) - School for Mass Communication Research Barbara BriersTilburg University - Center and Faculty of Economics and Business Administration Luk WarlopKU Leuven - Faculty of Business and Economics (FBE); BI Norwegian Business School October 2005 Abstract: 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).
Number of Pages in PDF File: 22 working papers seriesDate posted: October 10, 2005Suggested CitationContact Information
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