The Meaning of Distraction: How Metacognitive Inferences from Distraction during Multitasking Affect Brand Evaluations

Daniel M. Zane, Robert W. Smith, Rebecca Walker Reczek

Research output: Contribution to journalArticle

2 Scopus citations

Abstract

Consumers often encounter advertisements in the background while primarily focused on other stimuli (e.g., while multitasking). Consumers' perceived level of distraction by these background ads serves as a metacognitive cue from which inferences are drawn. When consumers perceive themselves to be relatively distracted by a background advertisement, they draw on an underlying lay theory that distraction implies interest in the contents of the distracting stimulus to make the metacognitive inference that they have positive evaluations of the advertised brand. Across five studies, we provide evidence for this proposed metacognitive inferential process by demonstrating that perceived distraction does not enhance brand evaluations when the distraction = interest lay theory is not perceived to be (1) diagnostic or (2) applicable to the current context (e.g., when consumers have little interest in the product category being advertised). Thus, this research introduces distraction as a new metacognitive experience from which consumers draw inferences and offers important insights into when and how background ads shape brand evaluations.

Original languageEnglish (US)
Pages (from-to)974-994
Number of pages21
JournalJournal of Consumer Research
Volume46
Issue number5
DOIs
StatePublished - Feb 1 2020
Externally publishedYes

Keywords

  • background advertisements
  • distraction
  • lay theory
  • metacognition
  • metacognitive inferences
  • multitasking

ASJC Scopus subject areas

  • Business and International Management
  • Anthropology
  • Arts and Humanities (miscellaneous)
  • Economics and Econometrics
  • Marketing

Fingerprint Dive into the research topics of 'The Meaning of Distraction: How Metacognitive Inferences from Distraction during Multitasking Affect Brand Evaluations'. Together they form a unique fingerprint.

  • Cite this