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Prior Knowledge and Complacency in New Product Learning

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

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.

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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    File URL: http://dx.doi.org/10.1086/344425
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    2. Dessi, Roberta & Zhao, Xiaojian, 2014. "Over-Confidence, Shame and Investments," IDEI Working Papers 838, Institut d'Économie Industrielle (IDEI), Toulouse.
    3. Dessi, Roberta & Zhao, Xiaojian, 2011. "Self-Esteem, Shame and Personal Motivation," IDEI Working Papers 639, Institut d'Économie Industrielle (IDEI), Toulouse, revised Dec 2013.
    4. 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.
    5. repec:eee:ijrema:v:30:y:2013:i:3:p:219-235 is not listed on IDEAS
    6. repec:gam:jsusta:v:9:y:2017:i:8:p:1447-:d:108532 is not listed on IDEAS
    7. 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.
    8. 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.
    9. 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.
    10. repec:eee:touman:v:48:y:2015:i:c:p:467-476 is not listed on IDEAS
    11. 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.
    12. Flostrand, Andrew, 2017. "Finding the future: Crowdsourcing versus the Delphi technique," Business Horizons, Elsevier, vol. 60(2), pages 229-236.
    13. repec:eee:joreco:v:17:y:2010:i:6:p:457-463 is not listed on IDEAS
    14. 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.
    15. repec:eee:ijrema:v:28:y:2011:i:2:p:134-144 is not listed on IDEAS

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