Does Consumer’s Working Memory Matter? The Relationship between Working Memory and Selective Attention in Food Choice
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The capacity to perform complex cognitive tasks depends on the ability to retain task-relevant information in an accessible state (working memory) and to selectively process information in the environment (selective attention). Due to working memory capacity limits, people usually filter out irrelevant information and instead focus on important information. Will consumer’s working memory capacity affect their attention and further their choice? Our study uses choice experiments (CE) to investigate the effect of working memory capacity on attention and choice. Evidence suggests that consumer’s working memory capacity will indeed affect their attention and choice.