Journal of Consumer Research Advance Access published May 28, 2015 Copyright Journal of Consumer Research 2015 1 Preprint (not copyedited or formatted) Please use DOI when citing or quoting Persuasion, Interrupted: The Effect of Momentary Interruptions on Message Processing and Persuasion DANIELLA M. KUPOR ZAKARY L. TORMALA Downloaded from Daniella Kupor is a doctoral student at Stanford University, Graduate School of Business, 655 Knight Way, Stanford, CA, 94305 (
[email protected]). Zakary Tormala is an Associate Professor of Marketing at Stanford University, Graduate School of Business, 655 Knight Way, Stanford, CA, 94305 (
[email protected]). http://jcr.oxfordjournals.org/ Abstract Marketers often seek to minimize or eliminate interruptions when they deliver persuasive messages in an attempt to increase consumers’ attention and processing of those messages. by guest on January 22, 2016 However, in five studies conducted across different experimental contexts and different content domains, the current research reveals that interruptions that temporarily disrupt a persuasive message can increase consumers’ processing of that message. As a result, consumers can be more persuaded by interrupted messages than they would be by the exact same messages delivered uninterrupted. In documenting this effect, the current research departs from past research illuminating the negative effects of interruptions, and delineates the mechanism through which and conditions under which momentary interruptions can promote persuasion. © The Author 2015. Published by Oxford University Press on behalf of Journal of Consumer Research, Inc. All rights reserved. For permissions, please e-mail:
[email protected] Copyright Journal of Consumer Research 2015 2 Preprint (not copyedited or formatted) Please use DOI when citing or quoting “We have gone from the Iron Age to the Industrial Age to the Information Age to the Age of Interruption.