In most situations, the person juggling e-mail, text messaging, Facebook and a meeting is [not multitasking, but] really doing something called “rapid toggling between tasks,” and is engaged in constant context switching.

As economics students know, switching involves costs. But how much? When a consumer switches banks, or a company switches suppliers, it’s relatively easy to count the added expense of the hassle of change. When your brain is switching tasks, the cost is harder to quantify.

via NYTimes

Post was last modified on 8 May 2013 12:09 pm

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Dennis G. Jerz

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