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Prior Knowledge and Complacency in New Product Learning


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


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.

Suggested Citation

  • Wood, Stacy L & Lynch, John G, Jr, 2002. " Prior Knowledge and Complacency in New Product Learning," Journal of Consumer Research, Oxford University Press, vol. 29(3), pages 416-426, December.
  • Handle: RePEc:oup:jconrs:v:29:y:2002:i:3:p:416-26

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    2. 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.
    3. Flostrand, Andrew, 2017. "Finding the future: Crowdsourcing versus the Delphi technique," Business Horizons, Elsevier, vol. 60(2), pages 229-236.
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    5. 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.
    6. Rohit Aggarwal & David Kryscynski & Vishal Midha & Harpreet Singh, 2015. "Early to Adopt and Early to Discontinue: The Impact of Self-Perceived and Actual IT Knowledge on Technology Use Behaviors of End Users," Information Systems Research, INFORMS, vol. 26(1), pages 127-144, March.
    7. Dessi, Roberta & Zhao, Xiaojian, 2011. "Self-Esteem, Shame and Personal Motivation," TSE Working Papers 10-191, Toulouse School of Economics (TSE), revised Dec 2013.
    8. 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.
    9. de Kok, Ties, 2019. "Essays on reporting and information processing," Other publications TiSEM 468fd12b-19c0-4c7b-a33a-6, Tilburg University, School of Economics and Management.
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    14. Shuk Ying Ho & David Bodoff & Kar Yan Tam, 2011. "Timing of Adaptive Web Personalization and Its Effects on Online Consumer Behavior," Information Systems Research, INFORMS, vol. 22(3), pages 660-679, September.
    15. Ashish Agarwal & Kartik Hosanagar & Michael D. Smith, 2015. "Do Organic Results Help or Hurt Sponsored Search Performance?," Information Systems Research, INFORMS, vol. 26(4), pages 695-713, December.
    16. Taylor Randall & Christian Terwiesch & Karl T. Ulrich, 2007. "Research Note—User Design of Customized Products," Marketing Science, INFORMS, vol. 26(2), pages 268-280, 03-04.
    17. repec:eee:touman:v:48:y:2015:i:c:p:467-476 is not listed on IDEAS
    18. Dessi, Roberta & Zhao, Xiaojian, 2014. "Over-Confidence, Shame and Investments," IDEI Working Papers 838, Institut d'Économie Industrielle (IDEI), Toulouse.
    19. Andreas Hüsser & Werner Wirth, 2013. "Gravitation Toward Prior Performance in Mutual Fund Advertisings: Do Consumer Investors' Processing Abilities Account for Biased Information Processing?," Journal of Consumer Affairs, Wiley Blackwell, vol. 47(2), pages 219-242, July.
    20. 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.

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