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Protection of Prior Learning in Complex Consumer Learning Environments

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Author Info

  • Marcus Cunha Jr.
  • Chris Janiszewski
  • Juliano Laran
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    Abstract

    As a product category evolves, consumers have the opportunity to learn a series of feature-benefit associations. Initially, consumers learn that some features predict a critical benefit, whereas other features do not. Subsequently, consumers have the opportunity to assess if previously predictive features, or novel features, predict new product benefits. Surprisingly, later learning is characterized by attenuated learning about previously predictive features relative to novel features. This tendency to ignore previously predictive features is consistent with a desire to protect prior learning. (c) 2007 by JOURNAL OF CONSUMER RESEARCH, Inc..

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    File URL: http://www.journals.uchicago.edu/doi/pdf/10.1086/523293
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    Bibliographic Info

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

    Volume (Year): 34 (2008)
    Issue (Month): 6 (October)
    Pages: 850-864

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    Handle: RePEc:ucp:jconrs:v:34:y:2008:i:6:p:850-864

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

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    Cited by:
    1. Miljkovic, Dragan & Gong, Jian & Lehrke, Linda, 2009. "The Effects of Trivial Attributes on Choice of Food Products," Agricultural and Resource Economics Review, Northeastern Agricultural and Resource Economics Association, vol. 38(2), October.

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