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Persuasion, Interrupted: The Effect of Momentary Interruptions on Message Processing and Persuasion

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  • Daniella M. Kupor
  • Zakary L. Tormala

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. 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.

Suggested Citation

  • Daniella M. Kupor & Zakary L. Tormala, 2015. "Persuasion, Interrupted: The Effect of Momentary Interruptions on Message Processing and Persuasion," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 42(2), pages 300-315.
    • Handle: RePEc:oup:jconrs:v:42:y:2015:i:2:p:300-315.
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    File URL: http://hdl.handle.net/10.1093/jcr/ucv018
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    Cited by:

    1. Daniella Kupor & Kristin Laurin & Chris Janiszewski & J Jeffrey Inman, 2020. "Probable Cause: The Influence of Prior Probabilities on Forecasts and Perceptions of Magnitude [Perceived Intent Motivates People to Magnify Observed Harms]," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 46(5), pages 833-852.
    2. Rik Pieters, 2017. "Meaningful Mediation Analysis: Plausible Causal Inference and Informative Communication," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 44(3), pages 692-716.
    3. Aleksandra Kovacheva & Hristina Nikolova, 2024. "Uncertainty marketing tactics: An overview and a unifying framework," Journal of the Academy of Marketing Science, Springer, vol. 52(1), pages 1-22, January.
    4. Russell Golman & George Loewenstein & Andras Molnar & Silvia Saccardo, 2022. "The Demand for, and Avoidance of, Information," Management Science, INFORMS, vol. 68(9), pages 6454-6476, September.

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