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Knowledge@Wharton: The Real (and Imaginary) Benefits of Multitasking

New research from Wharton marketing professor Rom Schrift and doctoral student Shalena Srna shows that multitasking is a mere illusion because it is impossible to execute more than one task at a time. Nevertheless, the perception of multitasking seems to be beneficial to performance. Schrift and Srna, who authored the paper, “The Illusion of Multitasking and Its Positive Effect on Performance,” with Yale marketing professor Gal Zauberman, shared their observations with Knowledge@Wharton. Read the interview here.