The Safe Side of Multitasking: How Multitasking Shapes Risk Behavior

PhD Candidate Youngdai Won of the marketing department will be defending his dissertation proposal titled: “The Safe Side of Multitasking: How Multitasking Shapes Risk Behavior” Please contact the student for zoom details at yw822@drexel.edu

Many thanks to my dissertation committee:

• Committee Chair – Chen Wang, Associate Professor, Drexel University
• Committee Member – Trina Andras, Professor, Drexel University
• Committee Member – Yanliu Huang, Professor, Drexel University
• Committee Member – Jillian Hmurovic, Assistant Professor, Drexel University
• Committee Member – Nahyun Kim, Assistant Professor, Drexel University

Abstract:

Multitasking has become an integral part of daily life, especially in the digital era. Despite its widespread prevalence, research exploring the broader implications of multitasking on consumer decision-making, particularly outside the cognitive performance domain, remains sparse. This research explores how multitasking impacts consumers’ financial risk-taking behaviors, proposing a perspective that shifts focus from the traditional emphasis on task performance to the broader implications on decision-making strategies. I hypothesize that multitasking reduces risk-taking tendency through a serial mediation pathway involving perceived busyness and issue capability, and that this effect is moderated by task modality, volitionality, and multitasking self-efficacy. I employ online and lab experiments with participants from various demographic backgrounds to test the hypotheses. These insights not only challenge the traditional understanding of multitasking’s impacts but also offer practical implications for businesses and individuals navigating high-stakes environments. The study’s results are instrumental for marketers and workplace designers seeking to optimize environments for better decision-making outcomes in the age of constant multitasking.