When and How Multitasking Impacts Consumer Shopping Decisions

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...