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Prior Knowledge and Complacency in New Product Learning

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  • Wood, Stacy L
  • Lynch, John G, Jr
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    Abstract

    Our research examines the role of prior knowledge in learning new product information. Three studies demonstrate that, compared to consumers with lower prior knowledge, those with higher prior knowledge learn less about a new product. Further, higher knowledge consumers are able to learn more but learn less due to motivational deficits; inferior learning of new product information by those with higher prior knowledge is caused by inattention at encoding rather than reconstructive errors at retrieval. These results hold both when prior knowledge is manipulated experimentally (studies 1 and 2) and when it is an individual difference factor (study 3). Copyright 2002 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): 29 (2002)
    Issue (Month): 3 (December)
    Pages: 416-26

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    Handle: RePEc:ucp:jconrs:v:29:y:2002:i:3:p:416-26

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

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    Cited by:
    1. Cardinaels, Eddy, 2008. "The interplay between cost accounting knowledge and presentation formats in cost-based decision-making," Accounting, Organizations and Society, Elsevier, vol. 33(6), pages 582-602, August.
    2. Kidwell, Blair & Turrisi, Robert, 2004. "An examination of college student money management tendencies," Journal of Economic Psychology, Elsevier, vol. 25(5), pages 601-616, October.
    3. Arkesteijn, Karlijn & Oerlemans, Leon, 2005. "The early adoption of green power by Dutch households: An empirical exploration of factors influencing the early adoption of green electricity for domestic purposes," Energy Policy, Elsevier, vol. 33(2), pages 183-196, January.
    4. Kwon, Kyoung-Nan & Lee, Jinkook, 2009. "The effects of reference point, knowledge, and risk propensity on the evaluation of financial products," Journal of Business Research, Elsevier, vol. 62(7), pages 719-725, July.

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