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http://ssrn.com/abstract=813684
 
 

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Cognitive Load has Negative After Effects on Consumer Decision Making


Siegfried Dewitte


KU Leuven - Faculty of Business and Economics (FEB)

Mario Pandelaere


Catholic University of Leuven (KUL) - School for Mass Communication Research

Barbara Briers


Tilburg University - Center and Faculty of Economics and Business Administration

Luk Warlop


KU Leuven - Faculty of Business and Economics (FEB); 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

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Date posted: October 10, 2005  

Suggested Citation

Dewitte, Siegfried and Pandelaere, Mario and Briers, Barbara and Warlop, Luk, Cognitive Load has Negative After Effects on Consumer Decision Making (October 2005). Available at SSRN: http://ssrn.com/abstract=813684 or http://dx.doi.org/10.2139/ssrn.813684

Contact Information

Siegfried Dewitte (Contact Author)
KU Leuven - Faculty of Business and Economics (FEB) ( email )
Naamsestraat 69
Leuven, B-3000
Belgium
Mario Pandelaere
Catholic University of Leuven (KUL) - School for Mass Communication Research ( email )
Leuven, B-3000
Belgium
Barbara Briers
Tilburg University - Center and Faculty of Economics and Business Administration ( email )
P.O. Box 90153
Tilburg, 5000 LE
Netherlands
Luk Warlop
KU Leuven - Faculty of Business and Economics (FEB) ( email )
Naamsestraat 69
Leuven, B-3000
Belgium
BI Norwegian Business School ( email )
Nydalsveien 37
Oslo, 0442
Norway
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References:  30
Citations:  4

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