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| Author: | Gregan-Paxton, J. (et al.) |
| Title: | "So that's what that is": examining the impact of analogy on consumers' knowledge development for really new products |
| Journal: | Psychology & Marketing
2002 : JUN, VOL. 19:6, p. 533-550 |
| Index terms: | CONSUMER BEHAVIOUR KNOWLEDGE NEW PRODUCTS |
| Freeterms: | ANALOGY |
| Language: | eng |
| Abstract: | This article deals with the question whether and to what extent prior knowledge plays a role in the comprehension of really new products. Applying analogical learning theory to address this question, this investigation presents evidence indicating that analogy provides an effective link to the structural knowledge needed for consumers to learn about truly novel innovations. |
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