Construct · 1 fields · 1 citations

consumer learning from experience: a standalone construct

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Consumer research

how consumers form and test beliefs about products through direct use, a process marketers can shape because experience is often ambiguous.

In consumer research, consumer learning from experience refers to how consumers form and test beliefs about products through direct use, a process marketers can shape because experience is often ambiguous. This meaning comes from Hoch (1989) in Journal of Marketing.[1]

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container3 fields · 5 citationsjingle · one word, three constructs experience4 fields · 6 citationsjingle · one word, four constructs form4 fields · 7 citationsjingle · one word, four constructs

References

Hoch, S. J., & Deighton, J. (1989). Managing What Consumers Learn from Experience. Journal of Marketing, 53(2), 1-20. https://doi.org/10.1177/002224298905300201

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