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| Tekijä: | Osselaer, S. M. J. Van Janiszewski, C. |
| Otsikko: | Two Ways of Learning Brand Associations |
| Lehti: | Journal of Consumer Research
2002 : SEP, VOL. 28:2, p. 202-223 |
| Asiasana: | LEARNING BRANDS BRAND NAMES ASSOCIATIONS |
| Kieli: | eng |
| Tiivistelmä: | Four studies show that consumers have not one but two distinct learning processes that allow them to use brand names and other product features to predict consumption benefits. The first learning process is a relatively unfocused process in which all stimulus elements get cross-referenced for later retrieval. This process is backward looking and consistent with human associative memory (HAM) models. The second learning process requires that a benefit be the focus of prediction during learning. It assumes feature-benefit associations change only to the extent that the expected performance of the product does not match the experienced performance of the product. |
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