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P105 Developing the Scale for Popcorn Brain in Managerial Perspective and for Consumer Psychological Protection
Short Description
This study explores whether the popcorn brain can be the focal strategic element to develop the desired shopping motive of consumers in the context of perceived ease of use, usefulness, and trust connecting to involvement in prevailing social media and market offerings. Following a descriptive research design, this study made an extensive literature review to identify the research gaps and ultimately to obtain the inferences for practical & theoretical implications. The results of this study indicate that the popcorn brain phenomenon, rapidly changing consumers’ mindsets with shorter attention spans towards a stimulus (market offering in this study), can be managed strategically by developing perceived ease of use, perceived usefulness, and trust of consumers through their level of involvement in social media for desired shopping motives of consumers. Therefore, the public planners by understanding and managing the popcorn brain of consumers, can help them in preventing from aspects such as buying remorse, loss of their hard-earned money, stress and can formulate various policies regarding consumer interests which will protect them from misleading & false information and ensure transparency, promote digital literacy and data-driven policies. Future researchers can use these insights to produce useful applications, and better consumer education initiatives.
Type of presentation
Accepted Poster Presentation