The study's author, Wendy Liu of UCLA, examined the effects of interruption on purchase decisions and the preferences of decision-makers. She found that even brief interruptions caused startling changes.
"This body of work forwards the view that people's decisions are often a result of cognitions and information processing made on the spot, rather than simply reflecting their innate likes and dislikes. Thus seemingly innocuous events such as an interruption may affect decisions by changing the thought process," Liu explains.
Liu conducted four different studies where participants made purchase choices for high-priced luxuries, high-risk investments, or hikes. She discovered that people who are interrupted in a decision-making process shift their focus from a bottom-up, detail-oriented, and price-conscious process to one that is more top-down, goal-oriented, and price-insensitive. After interruptions, people focus more on quality, satisfaction, and desirability than on feasibility and price.
"By taking a break from processing a decision, when the person resumes he/she is able to attend to information in a more selective and organized manner. Consequently, the person focuses on his/her primary goals in the decision," writes Liu.
In today's low-attention-span world, interruptions are a way of life. Liu's study has implications for consumers and the companies that market to them. "Whether you choose to have an exotic vacation, invest in high-risk stocks, or buy that big plasma TV may depend on whether you were interrupted when making the decision," writes Liu.
Europe’s Demographic Future. Where the Regions Are Heading after a Decade of Crises
10.08.2017 | Berlin-Institut für Bevölkerung und Entwicklung
Scientists reveal source of human heartbeat in 3-D
07.08.2017 | University of Manchester
Whether you call it effervescent, fizzy, or sparkling, carbonated water is making a comeback as a beverage. Aside from quenching thirst, researchers at the University of Illinois at Urbana-Champaign have discovered a new use for these "bubbly" concoctions that will have major impact on the manufacturer of the world's thinnest, flattest, and one most useful materials -- graphene.
As graphene's popularity grows as an advanced "wonder" material, the speed and quality at which it can be manufactured will be paramount. With that in mind,...
Physicists at the University of Bonn have managed to create optical hollows and more complex patterns into which the light of a Bose-Einstein condensate flows. The creation of such highly low-loss structures for light is a prerequisite for complex light circuits, such as for quantum information processing for a new generation of computers. The researchers are now presenting their results in the journal Nature Photonics.
Light particles (photons) occur as tiny, indivisible portions. Many thousands of these light portions can be merged to form a single super-photon if they are...
For the first time, scientists have shown that circular RNA is linked to brain function. When a RNA molecule called Cdr1as was deleted from the genome of mice, the animals had problems filtering out unnecessary information – like patients suffering from neuropsychiatric disorders.
While hundreds of circular RNAs (circRNAs) are abundant in mammalian brains, one big question has remained unanswered: What are they actually good for? In the...
An experimental small satellite has successfully collected and delivered data on a key measurement for predicting changes in Earth's climate.
The Radiometer Assessment using Vertically Aligned Nanotubes (RAVAN) CubeSat was launched into low-Earth orbit on Nov. 11, 2016, in order to test new...
A study led by scientists of the Max Planck Institute for the Structure and Dynamics of Matter (MPSD) at the Center for Free-Electron Laser Science in Hamburg presents evidence of the coexistence of superconductivity and “charge-density-waves” in compounds of the poorly-studied family of bismuthates. This observation opens up new perspectives for a deeper understanding of the phenomenon of high-temperature superconductivity, a topic which is at the core of condensed matter research since more than 30 years. The paper by Nicoletti et al has been published in the PNAS.
Since the beginning of the 20th century, superconductivity had been observed in some metals at temperatures only a few degrees above the absolute zero (minus...
16.08.2017 | Event News
04.08.2017 | Event News
26.07.2017 | Event News
18.08.2017 | Life Sciences
18.08.2017 | Physics and Astronomy
18.08.2017 | Materials Sciences