Consumer Learning: Advertising and the Ambiguity of Product Experience

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ID: 300654
1986
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Abstract
This paper examines the influence of advertising on how and what consumers learn from product experience. A hypothesis-testing framework is adopted where consumers treat advertisements as tentative hypotheses that can be tested through product experience. Two experiments were conducted using product categories that provided either ambiguous or unambiguous evidence about product quality. The first experiment showed that when consumers have access to unambiguous evidence, judgments of product quality are dependent only on the objective physical evidence and unaffected by advertising. However, advertising had dramatic effects on perceptions of quality when consumers saw ambiguous evidence; judgments and product inspection behavior protocols showed that advertising induced consumers to engage in confirmatory hypothesis testing and search. The second experiment showed that advertising influenced quality judgments by affecting the encoding of the physical evidence; retrieval of ad-consistent evidence also appeared to occur, though to a lesser degree.
Reference Key
openalex_W1978816387 Use this key to autocite in the manuscript while using SciMatic Manuscript Manager or Thesis Manager
Authors Stephen J. Hoch, Young-Won Ha
Journal journal of consumer research
Year 1986
DOI
10.1086/209062
URL
https://doi.org/10.1086/209062
Keywords Keywords not found

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