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
Date Written: 2010
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.
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