Cognitive Load, Attention Dynamics, and Brand Trust: Empirical Evidence on Consumer Decision Quality in Urban FMCG Markets of Kolkata
Drawn from my M.Com dissertation. Tests attention fragmentation, selective attention and information overload against brand trust and FMCG purchase decisions, with brand trust modelled as a mediator.
Methods Survey design, SPSS, Mediation analysis
Drawn from my M.Com dissertation, Discerning the Role of Attention Fragmentation and Selective Attention in Shaping Consumer Purchase Decisions: The Case of FMCG Brands in Kolkata.
It asks a narrow version of a large question: when a shopper’s attention is split across more messages than it can hold, what happens to the decision they end up making?
The study treats attention as three separable things rather than one — attention fragmentation (how far attention is divided across competing stimuli), selective attention (what a consumer filters toward), and information overload (the point at which more information stops helping). It tests how each relates to brand trust, and how brand trust in turn relates to decision quality.
Method
Survey data from urban FMCG consumers in Kolkata, analysed in SPSS. Brand trust is modelled as a mediator rather than an outcome — treating trust as the thing attention acts through, not the thing it acts on.