How multitasking influences consumer learning of brand associations

This research shows that consumer multitasking facilitates learning of brand associations. Though prior research assumes that predictive learning - the process of learning to predict brand related outcomes - will be attenuated when cognitive resources are constrained, we show that multitasking facil...

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Main Authors:	du PLESSIS, Christilene, SWELDENS, Steven, VAN OSSELAER, Stijn
Format:	text
Language:	English
Published:	Institutional Knowledge at Singapore Management University 2016
Subjects:	Marketing
Online Access:	https://ink.library.smu.edu.sg/lkcsb_research/5800
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Institution:	Singapore Management University
Language:	English

id	sg-smu-ink.lkcsb_research-6799
record_format	dspace
spelling	sg-smu-ink.lkcsb_research-67992018-05-28T02:17:13Z How multitasking influences consumer learning of brand associations du PLESSIS, Christilene SWELDENS, Steven VAN OSSELAER, Stijn This research shows that consumer multitasking facilitates learning of brand associations. Though prior research assumes that predictive learning - the process of learning to predict brand related outcomes - will be attenuated when cognitive resources are constrained, we show that multitasking facilitates predictive learning by narrowing attention. 2016-10-01T07:00:00Z text https://ink.library.smu.edu.sg/lkcsb_research/5800 Research Collection Lee Kong Chian School Of Business eng Institutional Knowledge at Singapore Management University Marketing
institution	Singapore Management University
building	SMU Libraries
continent	Asia
country	Singapore Singapore
content_provider	SMU Libraries
collection	InK@SMU
language	English
topic	Marketing
spellingShingle	Marketing du PLESSIS, Christilene SWELDENS, Steven VAN OSSELAER, Stijn How multitasking influences consumer learning of brand associations
description	This research shows that consumer multitasking facilitates learning of brand associations. Though prior research assumes that predictive learning - the process of learning to predict brand related outcomes - will be attenuated when cognitive resources are constrained, we show that multitasking facilitates predictive learning by narrowing attention.
format	text
author	du PLESSIS, Christilene SWELDENS, Steven VAN OSSELAER, Stijn
author_facet	du PLESSIS, Christilene SWELDENS, Steven VAN OSSELAER, Stijn
author_sort	du PLESSIS, Christilene
title	How multitasking influences consumer learning of brand associations
title_short	How multitasking influences consumer learning of brand associations
title_full	How multitasking influences consumer learning of brand associations
title_fullStr	How multitasking influences consumer learning of brand associations
title_full_unstemmed	How multitasking influences consumer learning of brand associations
title_sort	how multitasking influences consumer learning of brand associations
publisher	Institutional Knowledge at Singapore Management University
publishDate	2016
url	https://ink.library.smu.edu.sg/lkcsb_research/5800
_version_	1770574109352132608

How multitasking influences consumer learning of brand associations

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