Journal of Marketing, Vol. 67, pp. 62-75, 2003
15 Pages Posted: 9 Jan 2009
Date Written: April 2003
The authors suggest that learning is an important factor in electronic environments and that efficiency resulting from learning can be modeled with the power law of practice. They show that most Web sites can be characterized by decreasing visit times and that generally those sites with the fastest learning curves show the highest rates of purchasing.
Keywords: consumer behavior, research, web sites, electronic commerce, marketing research, purchasing, customer loyalty, learning, environmental aspects, cognitive science
Suggested Citation: Suggested Citation
Johnson, Eric J. and Bellman, Steven and Lohse, Gerald, Cognitive Lock-In and the Power Law of Practice (April 2003). Journal of Marketing, Vol. 67, pp. 62-75, 2003. Available at SSRN: https://ssrn.com/abstract=1324766