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Consumer Learning by Analogy: A Model of Internal Knowledge Transfer

Jennifer Gregan‐Paxton and Deborah Roedder John
Journal of Consumer Research
Vol. 24, No. 3 (December 1997), pp. 266-284
Published by: Oxford University Press
DOI: 10.1086/209509
Stable URL:
Page Count: 19
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Consumer Learning by Analogy: A Model of Internal Knowledge Transfer
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Although knowledge transfer has been found to be an important learning mechanism in several consumer behavior domains, our understanding of the nature and scope of the transfer process is still in its infancy. In this article, we develop a conceptual model to explain how previously acquired knowledge is transferred in the process of consumer learning. Augmenting analogical learning theory with research on expertise effects and conceptual development, our model details the underlying stages in the process of knowledge transfer and identifies key factors influencing the nature and outcome of each stage. Applying our model to several consumer behavior contexts, we demonstrate its utility both as a tool for enhancing our understanding of knowledge transfer and as a productive guide to future research on consumer learning.

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