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Goal-Oriented Experiences and the Development of Knowledge

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  • Huffman, Cynthia
  • Houston, Michael J
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    Abstract

    This research investigates the learning that occurs throughout several information acquisition and choice experiences. The effects of three factors that may naturally vary in consumer experiences are studied: a consumer's goals, how much the consumer knows about the product's features prior to information acquisition and choice, and the content of feedback received after choice. Results show that the information consumers learn is organized in memory around the goal(s) that drives the experiences. Further, higher levels of prior feature knowledge result in more accurate knowledge after experience, but, contrary to predictions, subjects with no prior feature knowledge are quite adept at focusing on their goal in the choice process and learning goal-appropriate information. The presence of feedback and its consistency with a consumer's goal are also shown to affect the goal orientation and organization of brand and feature knowledge gained during choice experiences. Copyright 1993 by the University of Chicago.

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    Bibliographic Info

    Article provided by University of Chicago Press in its journal Journal of Consumer Research.

    Volume (Year): 20 (1993)
    Issue (Month): 2 (September)
    Pages: 190-207

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    Handle: RePEc:ucp:jconrs:v:20:y:1993:i:2:p:190-207

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    Web page: http://www.journals.uchicago.edu/JCR/

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    Cited by:
    1. Huifang Mao & Babu John Mariadoss & Raj Echambadi & Pavan Chennamaneni, 2012. "Brand extensions via complements or substitutes: The moderating role of manufacturing transferability," Marketing Letters, Springer, vol. 23(1), pages 279-292, March.
    2. Cowley, Elizabeth, 2002. "East-West consumer confidence and accuracy in memory for product information," Journal of Business Research, Elsevier, vol. 55(11), pages 915-921, November.
    3. Yoo, Changjo & Park, Jonghee & MacInnis, Deborah J., 1998. "Effects of Store Characteristics and In-Store Emotional Experiences on Store Attitude," Journal of Business Research, Elsevier, vol. 42(3), pages 253-263, July.
    4. Christophe Bezes, 2009. "E-Commerce Website Evaluation: A Critical Review," Working Papers hal-00611008, HAL.
    5. Olga Maria Coutinho Pépece & Paulo Henrique Muller Prado, 2012. "Plastic Dreams: consumption goals of Melissa collectors," Brazilian Business Review, Fucape Business School, vol. 9(2), pages 47-67, April.
    6. K. Janssens & M. Pandelaere & K. Millet & B. Van Den Bergh & I. Lens & R. Keith, 2009. "Can Buy Me Love: How Mating Cues Influence Single Men’S Interest In High-Status Consumer Goods," Working Papers of Faculty of Economics and Business Administration, Ghent University, Belgium 09/570, Ghent University, Faculty of Economics and Business Administration.
    7. Cowley, Elizabeth, 2004. "Recognition confidence, recognition accuracy and choice," Journal of Business Research, Elsevier, vol. 57(6), pages 641-646, June.

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