Consumer Learning: Advertising and the Ambiguity of Product Experience
Hoch and Ha frame consumers as treating advertisements as tentative hypotheses that can be tested through product experience, and the paper concerns the ambiguity of product experience. No sample size, stimuli or effect size is stated or used.
Hoch and Ha frame consumers as treating advertisements as tentative hypotheses that can be tested through product experience, and the paper concerns the ambiguity of product experience. No sample size, stimuli or effect size is stated or used.
Written from the abstract as recorded in the vault concept note Confirmatory Hypothesis Testing, journal record confirmed via Crossref, 2026-10-31.
What our sources record
Recorded when this source was checked, figures included, with page references and quotation marks removed.
Hoch, S. J., & Ha, Y.-W. (1986). Consumer Learning: Advertising and the Ambiguity of Product Experience. Journal of Consumer Research, 13(2), 221-233. doi:10.1086/209062.