Consumer Learning Strategies for New Product: The Role of Knowledge
Although analogy and mental simulation have been identified to be learning strategies that facilitate the comprehension of new product, the differences between consumers have received little attention. In fact, consumers abilities to understand and represent a new product are structured and constrained by their prior knowledge. Moreover, different levels of prior knowledge influence on consumers ways of information searching and processing differently. The aims of this study are, therefore, (1) to analyze the reasons why we should take consumer prior knowledge into account ;(2) to discuss the roles of knowledge in two learning strategies and (3) to summarize and specialize in mechanism of new products uncertain information in mental simulation learning. Finally, it puts forward a conceptual framework and propositions.
mental simulation analogy new product consumer knowledge
Qiong Yao ShiBiao Ding
Department of Marketing Management School, Jinan University Guangzhou, China
国际会议
大连
英文
62-66
2011-07-10（万方平台首次上网日期，不代表论文的发表时间）