Managing What Consumers Learn from Experience
a framework, not a study, with no sample and no test. The author argues that learning from the experience of using products is not simply a matter of discovering objective truth. Four-stage process (hypothesising, exposure, encoding, integration) with three moderating factors: familiarity with the domain, motivation to learn, and ambiguity of the information environment
a framework, not a study, with no sample and no test. The author argues that learning from the experience of using products is not simply a matter of discovering objective truth. Four-stage process (hypothesising, exposure, encoding, integration) with three moderating factors: familiarity with the domain, motivation to learn, and ambiguity of the information environment
Written from the abstract read 2026-10-18.
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Hoch, S. J., & Deighton, J. (1989). Managing What Consumers Learn from Experience. Journal of Marketing, 53(2), 1-20. doi:10.1177/002224298905300201.