To Split or to Merge? How Partitioning Affects Consumption and Engagement with Digital Content
Published Online:23 Jun 2025https://doi.org/10.1287/isre.2022.0568
References
- (2018) Attention adjustment, renewal, and equilibrium seeking in online search: An eye-tracking approach. J. Management Inform. Systems 35(4):1218–1250.Crossref, Google Scholar
- (2018) Reference-dependent utility, product variety, and price competition. Management Sci. 64(9):4302–4316.Link, Google Scholar
- (1994) Why do World War II veterans earn more than nonveterans? J. Labor Econom. 12(1):74–97.Crossref, Google Scholar
- (2008) Mostly Harmless Econometrics: An Empiricist’s Companion (Princeton University Press, Princeton, NJ).Crossref, Google Scholar
- (1953) The achievement motive and recall of interrupted and completed tasks. J. Experiment. Psych. 46(6):381–390.Crossref, Google Scholar
- (1986) Dementia and working memory. Quart. J. Experiment. Psych. A 38(4):603–618.Crossref, Google Scholar
- (1986) The explanatory and predictive scope of self-efficacy theory. J. Soc. Clinical Psych. 4(3):359–373.Crossref, Google Scholar
- (2018) The impact of e-visits on visit frequencies and patient health: Evidence from primary care. Management Sci. 64(12):5461–5480.Link, Google Scholar
- (2022) Coursera launches clips to accelerate skills development through short videos and lessons. Coursera (May 5), https://blog.coursera.org/coursera-launches-clips-to-accelerate-skills-development-through-short-videos-and-lessons/.Google Scholar
- (1998) Dimensions of intangibility and their impact on product evaluation. Presentation, Annual Conference (October) of the Association for Consumer Research, Association for Consumer Research, Montreal.Google Scholar
- (2023) How rising action works in storytelling. Backstage (January 9), https://www.backstage.com/magazine/article/what-is-rising-action-of-a-story-75562/.Google Scholar
- (2008) The effect of partitions on controlling consumption. J. Marketing Res. 45(6):665–675.Crossref, Google Scholar
- (2018) Extending cognitive load theory to incorporate working memory resource depletion: Evidence from the spacing effect. Ed. Psych. Rev. 30(2):483–501.Crossref, Google Scholar
- (2012) What drives consumers to spread electronic word of mouth in online consumer-opinion platforms. Decision Support Systems 53(1):218–225.Crossref, Google Scholar
- (2011) Talking about reading as thinking: Modeling the hidden complexities of online reading comprehension. Theory Practice 50(2):107–115.Crossref, Google Scholar
- (2008) What are the differences between long-term, short-term, and working memory? Progress Brain Res. 169:323–338.Crossref, Google Scholar
- (2015) Where, when, and how long: Factors that influence the redemption of mobile phone coupons. J. Marketing Res. 52(5):710–725.Crossref, Google Scholar
- (1986) Individual differences in comprehending and producing words in context. J. Memory Language 25(1):1–18.Crossref, Google Scholar
- (2007) The shopping momentum effect. J. Marketing Res. 44(3):370–378.Crossref, Google Scholar
- (2015) Suspense and surprise. J. Political Econom. 123(1):215–260.Crossref, Google Scholar
- (2008) Examining the relationship between reviews and sales: The role of reviewer identity disclosure in electronic markets. Inform. Systems Res. 19(3):291–313.Link, Google Scholar
- (2018) Project focus: Long and complex books demand attention to detail. Book Designer (October 1), https://www.thebookdesigner.com/2018/10/project-focus-long-and-complex-books-demand-attention-to-detail/.Google Scholar
- (2013) Slow down! Insensitivity to rate of consumption leads to avoidable satiation. J. Consumer Res. 39(5):993–1009.Crossref, Google Scholar
- (2006) Unit bias: A new heuristic that helps explain the effect of portion size on food intake. Psych. Sci. 17(6):521–525.Crossref, Google Scholar
- (2007) Online annotation—Research and practices. Comput. Ed. 49(4):1308–1320.Crossref, Google Scholar
- (2007) Learner control, cognitive load and instructional animation. Appl. Cognitive Psych. 21(6):713–729.Crossref, Google Scholar
- (2011) Cognitive consequences of segmentation and modality methods in learning from instructional animations. Procedia Soc. Behavioral Sci. 30:1481–1487.Crossref, Google Scholar
- (2004) Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the internet? J. Interactive Marketing 18(1):38–52.Crossref, Google Scholar
- (1982) Hedonic consumption: Emerging concepts, methods and propositions. J. Marketing 46(3):92–101.Crossref, Google Scholar
- (1982) The experiential aspects of consumption: Consumer fantasies, feelings, and fun. J. Consumer Res. 9(2):132–140.Crossref, Google Scholar
- (2019) “Level up”: Leveraging skill and engagement to maximize player game-play in online video games. Inform. Systems Res. 30(3):927–947.Link, Google Scholar
- (2010) Individual and team annotation effects on students’ reading comprehension, critical thinking, and meta-cognitive skills. Comput. Human Behav. 26(6):1496–1507.Crossref, Google Scholar
- (1992) A capacity theory of comprehension: Individual differences in working memory. Psych. Rev. 99(1):122–149.Crossref, Google Scholar
- (2005) Contributing knowledge to electronic knowledge repositories: An empirical investigation. MIS Quart. 29(1):113–143.Crossref, Google Scholar
- (2015) The effect of portion size and unit size on food intake: Unit bias or segmentation effect? Health Psych. 34(6):670–676.Crossref, Google Scholar
- (2018) Extrinsic versus intrinsic rewards for contributing reviews in an online platform. Inform. Systems Res. 29(4):871–892.Link, Google Scholar
- (2014) Understanding the positive and negative effects of emotional expressions in organizations: EASI does it. Human Relations 67(9):1145–1164.Crossref, Google Scholar
- Kleinbaum DG, Klein M (1996) Survival Analysis: A Self-Learning Text (Springer, New York).Google Scholar
- (2004) Digital content marketing: A literature synthesis. J. Marketing Management 20(1–2):45–65.Google Scholar
- (2016) Excessive dependence on mobile social apps: A rational addiction perspective. Inform. Systems Res. 27(4):919–939.Link, Google Scholar
- (2001) A three-dimensional scale of intangibility. J. Service Res. 4(1):26–38.Crossref, Google Scholar
- (2018) Advertising content and consumer engagement on social media: Evidence from Facebook. Management Sci. 64(11):5105–5131.Link, Google Scholar
- (2021) Reviewing before reading? An empirical investigation of book consumption patterns and their effects on reviews and sales. Inform. Systems Res. 32(4):1368–1389.Link, Google Scholar
- (2014) The effects of the e-book system with the reading guidance and the annotation map on the reading performance of college students. Educational Tech. Soc. 17(1):320–331.Google Scholar
- (2008) Self-selection and information role of online product reviews. Inform. Systems Res. 19(4):456–474.Link, Google Scholar
- (2019) An empirical study of free product sampling and rating bias. Inform. Systems Res. 30(1):260–275.Link, Google Scholar
- (2021) Does money talk? The impact of monetary incentives on user-generated content contributions. Inform. Systems Res. 32(2):394–409.Link, Google Scholar
- (2005) Reading behavior in the digital environment: Changes in reading behavior over the past ten years. J. Documentation 61(6):700–712.Crossref, Google Scholar
- (2005) Balanced, strategic reading instruction for upper-elementary and middle school students with reading disabilities: A comparative study of two approaches. Learn. Disability Quart. 28(1):59–74.Crossref, Google Scholar
- (2011) Smaller food item sizes of snack foods influence reduced portions and caloric intake in young adults. J. Amer. Dietetic Assoc. 111(5):727–731.Crossref, Google Scholar
- (2003) Nine ways to reduce cognitive load in multimedia learning. Educational Psychologist 38(1):43–52.Crossref, Google Scholar
- (1974) The measurement of urban travel demand. J. Public Econom. 3(4):303–328.Crossref, Google Scholar
- (2008) The mere categorization effect: How the presence of categories increases choosers’ perceptions of assortment variety and outcome satisfaction. J. Consumer Res. 35(2):202–215.Crossref, Google Scholar
- (2014) Numerosity and cognitive complexity as moderators of the medium effect. Procedia Econom. Finance 14:445–453.Crossref, Google Scholar
- (2022) How to get started with YouTube shorts. Buffer (December 19), https://buffer.com/library/what-is-youtube-shorts/.Google Scholar
- (1994) The easy path from many to much: The numerosity heuristic. Cognitive Psych. 26(2):103–133.Crossref, Google Scholar
- (2006) Cognitive strategies instruction: From basic research to classroom instruction. Alexander PA, Winne PH, eds. Handbook of Educational Psychology (Lawrence Erlbaum Associates Publishers, Mahwah, NJ), 265–286.Google Scholar
- (2019) How to timestamp a YouTube video. Accessed January 12, 2023, https://howtonow.com/how-to-timestamp-a-youtube-video/.Google Scholar
- (2020) Does identity disclosure help or hurt user content generation? Social presence, inhibition, and displacement effects. Inform. Systems Res. 31(2):297–322.Link, Google Scholar
- (2017) The effect of calorie posting regulation on consumer opinion: A flexible latent Dirichlet allocation model with informative priors. Marketing Sci. 36(5):726–746.Link, Google Scholar
- (2007) Package unit size and amount of food: Do both influence intake? Obesity 15(9):2311–2319.Crossref, Google Scholar
- (2016) When slow news is good news: Book-length journalism’s role in extending and enlarging daily news. Journalism Practice 10(4):507–520.Crossref, Google Scholar
- (2015) The value of self-service. MIS Quart. 39(1):177–200.Crossref, Google Scholar
- (2016) Binge watching and advertising. J. Marketing 80(5):1–19.Crossref, Google Scholar
- (1993) The effects of length, content, and repetition on television commercial effectiveness. J. Marketing Res. 30(1):91–104.Crossref, Google Scholar
- (2011) An expertise reversal effect of segmentation in learning from animated worked-out examples. Comput. Human Behav. 27(1):46–52.Crossref, Google Scholar
- Stock J, Yogo M (2005) Asymptotic distributions of instrumental variables statistics with many instruments. Andrews D, Stock J, eds. Identification and Inference for Econometric Models: Essays in Honor of Thomas Rothenberg (Cambridge University Press, Cambridge, UK), 109–120.Google Scholar
- (1988) Cognitive load during problem solving: Effects on learning. Cognitive Sci. 12(2):257–285.Crossref, Google Scholar
- (1990) Cognitive load as a factor in the structuring of technical material. J. Experiment. Psych. General 119(2):176–192.Crossref, Google Scholar
- (2008) Two-stage residual inclusion estimation: Addressing endogeneity in health econometric modeling. J. Health Econom. 27(3):531–543.Crossref, Google Scholar
- (2018) The long short story: Detective fiction in the age of Netflix. Clues J. Detection 36(2):91–101.Google Scholar
- (1998) Consumption self-control by rationing purchase quantities of virtue and vice. Marketing Sci. 17(4):317–337.Link, Google Scholar
- (2012) Cognitive load theory, the transient information effect and e-learning. Learn. Instruction 22(6):449–457.Crossref, Google Scholar
- (2010) Econometric Analysis of Cross Section and Panel Data (MIT Press, Cambridge, MA).Google Scholar
- (2011) Reading comprehension. Reading Comprehension: Assisting Children with Learning Difficulties (Springer, Dordrecht, Netherlands), 15–34.Crossref, Google Scholar
- (2021) Coupons or free shipping? Effects of price promotion strategies on online review ratings. Inform. Systems Res. 32(2):633–652.Link, Google Scholar
- (2019) Personalized mobile targeting with user engagement stages: Combining a structural hidden Markov model and field experiment. Inform. Systems Res. 30(3):787–804.Link, Google Scholar
- (2021) Consumer behavior in the online classroom: Using video analytics and machine learning to understand the consumption of video courseware. Working paper, Carnegie Mellon University, Pittsburgh.Google Scholar
- (2019) Serial skipper: Netflix, binge-watching and the role of paratexts in old and new “televisions.” Participations J. Audience Reception Stud. 16(2):196–219.Google Scholar

