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When and How Multitasking Impacts Consumer Shopping Decisions

Author

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  • Selin Atalay, A.
  • Onur Bodur, H.
  • Bressoud, Etienne

Abstract

This project provides insights into how multitasking impacts consumer decision-making. The effect of multitasking on shopping task performance is investigated across three studies. Authors propose that the effect of multitasking on consumers’ shopping task performance (e.g., to purchase low calorie snacks for a get together) is moderated by whether the consumer is in a how (implementation) or why (deliberation) mindset. To the benefit of consumers, results from two lab studies and a field experiment in a retail context suggest that shoppers in how-mindsets can multitask without any negative impact on shopping task performance. However, consumers in a why (deliberation) mindset are negatively affected by multitasking and this effect is mediated by task-induced stress. Results demonstrate that intervention to reduce the stress level eliminates the negative impact of multitasking on consumers in why-mindsets. Taken together, the results suggest that interventions to channel consumers to an implementation mindset or strategies to alleviate the stress levels can help consumers avoid negative impact of multitasking on shopping decisions.

Suggested Citation

  • Selin Atalay, A. & Onur Bodur, H. & Bressoud, Etienne, 2017. "When and How Multitasking Impacts Consumer Shopping Decisions," Journal of Retailing, Elsevier, vol. 93(2), pages 187-200.
    • Handle: RePEc:eee:jouret:v:93:y:2017:i:2:p:187-200
    DOI: 10.1016/j.jretai.2016.09.001
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    References listed on IDEAS

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    1. Joan Meyers-Levy & Rui (Juliet) Zhu, 2007. "The Influence of Ceiling Height: The Effect of Priming on the Type of Processing That People Use," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 34(2), pages 174-186, June.
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    Cited by:

    1. Huddleston, Patricia & Coveyou, Mary Tuski & Behe, Bridget K., 2023. "Visual cues during shoppers’ journeys: An exploratory paper," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
    2. Kim, Seeun & Baek, Tae Hyun & Yoon, Sukki, 2020. "The effect of 360-degree rotatable product images on purchase intention," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).
    3. Vakulenko, Yulia & Arsenovic, Jasenko & Hellström, Daniel & Shams, Poja, 2022. "Does delivery service differentiation matter? Comparing rural to urban e-consumer satisfaction and retention," Journal of Business Research, Elsevier, vol. 142(C), pages 476-484.
    4. Ladeira, Wagner Junior & Dalmoro, Marlon & de Oliveira Santini, Fernando & Ruffatto, Juliane & Zanoni, Roberto, 2021. "More bodily motor action, less visual attention: How supermarket stimuli and consumer-related factors influence gaze behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).

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    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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