Article2008

Protection of Prior Learning in Complex Consumer Learning Environments

Marcus Cunha · Chris A. Janiszewski · Juliano Laran

20 citations0/0 files storedJournal of Consumer Research

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Consumer Market Behavior and Pricing Decision-Making and Behavioral Economics Consumer Behavior in Brand Consumption and Identification

Abstract

As a product category evolves, consumers have the opportunity to learn a series of feature-benefit associations. Initially, consumers learn that some features predict a critical benefit, whereas other features do not. Subsequently, consumers have the opportunity to assess if previously predictive features, or novel features, predict new product benefits. Surprisingly, later learning is characterized by attenuated learning about previously predictive features relative to novel features. This tendency to ignore previously predictive features is consistent with a desire to protect prior learning.

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References

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