Preference Exploration and Learning: The Role of Intensiveness and Extensiveness of Experience

ADVANCES IN CONSUMER RESEARCH, Vol. 34, pp. 692-695, Gavan Fitzsimons, Vicki Morwitz, eds., Duluth, MN: Association for Consumer Research, 2010

Posted: 4 Aug 2011

See all articles by Steve Hoeffler

Steve Hoeffler

Vanderbilt University - Marketing

Dan Ariely

Duke University - Fuqua School of Business

Patricia M. West

Ohio State University (OSU) - Department of Marketing and Logistics

Rod Duclos

Hong Kong University of Science & Technology (HKUST)

Multiple version iconThere are 3 versions of this paper

Date Written: 2010

Abstract

In this research, the authors partition the construct of experience and examine the impact of two specific types of experience on preference learning. Findings from the first study demonstrate that experience affects preference learning. In the next two studies, the authors’ theory that experience can be partitioned into intensiveness (i.e., amount) and extensiveness (i.e., breadth) of experience is supported; they suggest that the latter exerts a larger influence on preference learning. In the final three studies, the authors investigate three factors that lead to the selection of novel alternatives.

Suggested Citation

Hoeffler, Steve and Ariely, Dan and West, Patricia M. and Duclos, Rod, Preference Exploration and Learning: The Role of Intensiveness and Extensiveness of Experience (2010). ADVANCES IN CONSUMER RESEARCH, Vol. 34, pp. 692-695, Gavan Fitzsimons, Vicki Morwitz, eds., Duluth, MN: Association for Consumer Research, 2010. Available at SSRN: https://ssrn.com/abstract=1905174

Steve Hoeffler (Contact Author)

Vanderbilt University - Marketing ( email )

Nashville, TN 37203
United States

Dan Ariely

Duke University - Fuqua School of Business ( email )

Box 90120
Durham, NC 27708-0120
United States
(919) 381-4366 (Phone)

Patricia M. West

Ohio State University (OSU) - Department of Marketing and Logistics ( email )

Fisher Hall 524
2100 Neil Ave
Columbus, OH 43210
United States

Rod Duclos

Hong Kong University of Science & Technology (HKUST) ( email )

Clearwater Bay
Kowloon, 999999
Hong Kong

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