Cognitive Load has Negative After Effects on Consumer Decision Making
KU Leuven - Faculty of Business and Economics (FEB)
Catholic University of Leuven (KUL) - School for Mass Communication Research
Tilburg University - Center and Faculty of Economics and Business Administration
KU Leuven - Faculty of Business and Economics (FEB); BI Norwegian Business School
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
Date posted: October 10, 2005
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