Cognitive Load has Negative After Effects on Consumer Decision Making

22 Pages Posted: 10 Oct 2005  

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

Date Written: 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).

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: https://ssrn.com/abstract=813684 or http://dx.doi.org/10.2139/ssrn.813684

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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