Evaluating the benefits of distraction on product evaluations

The mindset effect

D. Lerouge

Research output: Contribution to journalArticleScientificpeer-review

Abstract

Past research in consumer behavior typically assumes that distraction during the decision process needs to be avoided. However, a common piece of advice given to consumers who have to make complex decisions is to distract their attention away from the decision problem for some moments. The current research shows that distraction can indeed help consumers to differentiate attractive from unattractive products. Yet this occurs only for consumers with a configural mind-set who tend to form coherent representations of products in their memory. For consumers with a featural mind-set, who typically hold mixed product representations, distraction does not affect product evaluations. This implies that it is the specific processing mind-set of consumers that determines whether distraction leads to more product differentiation or not.
Original languageEnglish
Pages (from-to)367-379
JournalJournal of Consumer Research
Volume36
Issue number3
Publication statusPublished - 2009

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evaluation
consumption behavior
Product evaluation
Mindset
Evaluation
Distraction
Decision process
Product differentiation
Consumer behaviour
Consumer Behaviour
Decision Process

Cite this

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Evaluating the benefits of distraction on product evaluations : The mindset effect. / Lerouge, D.

In: Journal of Consumer Research, Vol. 36, No. 3, 2009, p. 367-379.

Research output: Contribution to journalArticleScientificpeer-review

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