Toward an understanding of the distraction construct in marketing

The results of a conceptual explication and empirical investigation of the construct of distraction are reported. The study begins with a literature review of distraction and the development of a conceptual model. The model is applied in a measurement process to create a distraction effects. A sample of 180 students was selected to establish convergent, discriminant, and nomological validity. Another sample of 64 students was used to show individual differences in distraction and to estimate relationship between distraction, recall beliefs, factual recall, and forgetting. The results indicate the scale's potential to increase knowledge about distraction in theoretical and applied setting.