Abstract
Multitasking is becoming more and more common in people's daily life. This paper explores the influence of perceptual multitasking on consumers' subsequent engagement in prosocial behaviors. Based on a series of experimental studies, we found that consumers with perceptual multitasking were more willing to participate in prosocial behavior (Study 1).This is because consumers with perceptual multitasking will feel more perceptive, thus improving their self-efficacy, thus demonstrating their ability by participating in prosocial behaviors (Study 2). This effect only existed when consumers perceived the activity as non-hedonic and had no distraction during the activity. When consumers perceived the activity as hedonic (Study 3) and perceived distraction (Study 4), the main effect disappeared. Meanwhile, consumers with perceptual multitasking were more likely to participate in charitable donation than those with time-spending prosocial behavior, because consumers with perceptual multitasking had higher perceived time scarcity (Study 5).The research conclusions of this article greatly expand the research of perceptual multitasking, pro-social behavior and related fields, and has a certain enlightenment effect on optimizing the advertising push and accurate push time of charitable and public welfare organizations.
Recommended Citation
Liu, Xinyan; Tu, Ju; and Zhai, Xiuxiu, "Perceived Multitasking Promotes the Willingness to Participate in Prosocial Behaviors" (2022). WHICEB 2022 Proceedings. 22.
https://aisel.aisnet.org/whiceb2022/22