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| Author: | Hoch, S. J. Deighton, J. |
| Title: | Managing what consumers learn from experience. |
| Journal: | Journal of Marketing
1989 : APR, VOL. 53:2, p. 1-20 |
| Index terms: | CONSUMER INFORMATION PRODUCT INFORMATION MARKETING MODELS CONSUMER ATTITUDES |
| Language: | eng |
| Abstract: | Learning from the experience of using products is discussed. Literature about the topic is reviewed. Learning is conceptualized as an intuitive hypothesis-testing process whereby consumers adapt their beliefs to make sense of new data. Learning from experience is described as a four stage process, with three moderating factors. This framework is used to identify where learning from product consumption experience is most open to managerial influence. The strategic tools for managing experiential learning are discussed. Applications to the simulation of learning in concept and pre-test-market product testing are considered. |
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