Consumer multitasking (i.e., working on multiple tasks simultaneously) is a widespread modern phenomenon, yet the literature lacks an understanding of when and why consumers multitask. We experimentally show that consumers engage in multitasking behavior as a way to compensate for feelings of low control. Specifically, across five main studies and seven web appendix studies using two different multitasking paradigms, we find that consumers feeling low (vs. high) control volitionally choose to multitask more on subsequent tasks, rather than do the tasks sequentially (i.e., one task at a time). Mediation and moderation evidence demonstrate that this effect is driven by increased motivations to use time resources efficiently for those feeling low (vs. high) control. We also find that multitasking generally results in suboptimal consumer decision-making and decreased task performance. An intervention that altered consumer lay beliefs regarding multitasking and time efficiency was effective in lowering multitasking behavior for consumers experiencing low control during the COVID-19 pandemic. By investigating a cause of consumer multitasking and the underlying mechanism, our studies contribute to research on consumer multitasking, perceptions of control, and resource allocation with important implications for advertisers and marketing managers.

中文翻译：

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多任务处理作为消费者补偿控制

消费者多任务处理（即同时处理多项任务）是一种普遍存在的现代现象，但文献缺乏对消费者何时以及为何同时执行多项任务的理解。我们通过实验表明，消费者从事多任务行为是一种补偿低控制感的方式。具体来说，在使用两种不同的多任务范式的五项主要研究和七项网络附录研究中，我们发现感觉低（与高）控制的消费者自愿选择在后续任务上更多地执行多项任务，而不是按顺序执行任务（即，一项任务在一次）。调解和适度的证据表明，这种效果是由增加的动机驱动的，这些动机有效地为那些感觉控制力低（相对于高）的人有效地使用时间资源。我们还发现，多任务处理通常会导致消费者做出次优决策并降低任务绩效。一项改变消费者对多任务处理和时间效率的信念的干预措施有效地降低了在 COVID-19 大流行期间控制能力低下的消费者的多任务处理行为。通过调查消费者多任务处理的原因和潜在机制，我们的研究有助于对消费者多任务处理、控制感知和资源分配的研究，对广告商和营销经理具有重要意义。