Persuasion, Interrupted: The Effect of

Momentary Interruptions on Message

Processing and Persuasion
DANIELLA M.KUPOR
ZAKARY L. TORMALA

Study 1
Investigated whether an interruption during the processing of promotional product information
(containing strong arguments) would increase willingness to pay for the promoted product, which
researcher employed as a behavioroid measure of persuasion.
Method :
Interuption giving at the moment went the promotional event was conduct, another control group is no
interruption.
Result:
Participants reported a higher willingness to pay in the Interruption condition than in the No
Interruption condition.
Timing for the interruption can give vary result. At this research, interruption was given at the moment
the promotional events has been start.

FutureResearch
From that research researcher suggest to investigate the conditions under which
momentary interruptions decrease persuasion. We observed positive or null effects in our
studies (depending on condition), but it seems reasonable to as- sume that momentary
interruptions will sometimes create negative effects. For instance, as noted already,
perhaps frequent or numerous interruptions undermine persuasion via their effect on load
and arousal