Product Familiarity and Learning New Information

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ID: 301079
1984
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Abstract
Does product familiarity improve shoppers' ability to learn new product information? We examine an earlier study which indicated that greater familiarity increased learning during a new purchase decision. Our reanalysis confirms that the effect depends strongly upon decision strategy. Familiarity facilitates learning when consumers rate each alternative, but when consumers are instructed to choose one alternative, an “inverted u” relationship between familiarity and learning results. Our new analyses also show that consumers familiar with the product category demonstrate stronger brand organization for the new information.
Reference Key
openalex_W2022164837 Use this key to autocite in the manuscript while using SciMatic Manuscript Manager or Thesis Manager
Authors Eric J. Johnson, J. Edward Russo
Journal journal of consumer research
Year 1984
DOI
10.1086/208990
URL
https://doi.org/10.1086/208990
Keywords Keywords not found

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