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Managing What Consumers Learn from Experience

Stephen J. Hoch and John Deighton
Journal of Marketing
Vol. 53, No. 2 (Apr., 1989), pp. 1-20
DOI: 10.2307/1251410
Stable URL: http://www.jstor.org/stable/1251410
Page Count: 20
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Managing What Consumers Learn from Experience
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Abstract

The authors argue that what consumers learn from the experience of using products is not a simple matter of discovering objective truth. They frame the problem of learning from experience as a fourstage process (hypothesizing-exposure-encoding-integration) with three moderating factors (familiarity with the domain, motivation to learn, and the ambiguity of the information environment). The framework is used to identify where learning from product consumption experience is most open to managerial influence. The authors discuss strategic tools for managing experiential learning and consider applications to the simulation of learning in concept and pre-test-market product testing.

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