Navigation Links
Old dogs: Prior knowledge affects how consumers accept new information
Date:2/12/2008

Over time, consumers develop a set of cues that we then use to make inferences about products, such as all French restaurants have great service or more expensive candles smell better. However, this set of predictable beliefs can make it difficult for us to learn and recognize other real, positive qualities that are indicated by the same cues, reveals a new study from the April issue of the Journal of Consumer Research.

Once people learned that a cue predicted an outcome, they became less likely to learn about this very same cue with respect to a different outcome, write Marcus Cunha Jr. (University of Washington), Chris Janiszewski, and Juliano Laran (both University of Florida). The implication is that the learning system is designed to discourage single cuemultiple outcome learning.

In the pilot study of a series of five experiments, the researchers used cheese tasting to explore the development of predictive knowledge structures, a phenomenon also known as protection of prior learning. They first had participants taste an orange rind Raclette cheese that was mild and creamy, and a purple rind Drunken Goat cheese that was much stronger tasting and dry. They then had participants rate the cheeses on a scale of mild to strong to induce the association with an orange rind and a mild flavored cheese. A control group also tasted two different types of cheese but did not rate them.

To test whether an association between an orange rind and mild flavor would make it more difficult for consumers to gauge other existing qualities, such as texture, tasters were then asked to rate the creaminess of a mild, creamy Port Salut with an orange rind and a dry Manchego with no rind. Surprisingly, participants were less likely than the control group to expect the second orange rind cheese to be creamy, even though the first one had also been creamy. As the researchers explain, Learning that the orange rind predicted a difference in the strength of flavor . . . attenuated the learning that the orange rind predicted creaminess.

This research has important implications for marketers, policy makers and consumers. For instance, the researchers point to Mercks introduction of the cholesterol-lowering drug Simvastatin under the brand name Zocor. Recently, researchers found that Simvastatin may be also effective at preventing the onset of Alzheimers disease.

This opportunity creates a branding dilemma for Merck, the researchers write. Our findings suggest that consumers may be slower to learn the Alzheimers relief association to [Zocor] than to a new brand name.

Similarly, from a public policy standpoint, the results suggest that people may be resistant to adopt new health and safety standards when information conflicts with prior learning. Beyond creating awareness, successful campaigns might present new information in a way that does not utilize attributes already associated with another outcome.


'/>"/>

Contact: Suzanne Wu
swu@press.uchicago.edu
209-608-2038
University of Chicago Press Journals
Source:Eurekalert

Related medicine news :

1. Hanger Orthopedic Group, Inc. Announces an 11% Sales Increase and a 35% Increase in EPS to $0.23 for the Quarter Ended December 31, 2007, Compared to $0.17 in the Prior Year
2. Presidents FY09 Budget - A Disaster for Domestic AIDS: Congress Must Fund Critical Healthcare Priorities
3. Veterinary Pet Insurance Data Reveals Pet Dental Health a Low Priority for Many Pet Owners
4. DNC: Rudy Shows Again Hes Out-of-Touch With Americas Priorities
5. Prior Miscarriage Raises Risk for Low-Birthweight Infant
6. Make Safe Toys Your Holiday Priority
7. TREANDA New Drug Application for the Treatment of Chronic Lymphocytic Leukemia Granted Priority Review Status by FDA
8. Found in translation: Prioritizing research questions in breast cancer
9. ABILIFY(R) (aripiprazole) Supplemental New Drug Application for the Treatment of Pediatric Patients with Bipolar I Disorder Accepted for Priority Review by the U.S. Food and Drug Administration
10. Exclusion of common bile duct stones prior to gallstone operations
11. New Survey Shows Majority of Employers Rank Smoking as One of Their Greatest Priority Health Issues, But Only 2 Percent Provide Comprehensive Smoking Cessation Benefits for Employees
Post Your Comments:
*Name:
*Comment:
*Email:
(Date:6/26/2016)... ... 26, 2016 , ... On June 10-11, 2016, A Forever Recovery, a holistic ... World’s Longest Breakfast Table in Battle Creek, MI, where the rehabilitation facility is located. ... some of the world’s leading providers of cereal and other breakfast foods. Its residents ...
(Date:6/25/2016)... ... 2016 , ... Experts from the American Institutes for Research ... June 26-28, 2016, at the Hynes Convention Center in Boston. , AIR experts ... planning, healthcare costs and patient and family engagement. , AIR researchers will be ...
(Date:6/25/2016)... ... 2016 , ... As a lifelong Southern Californian, Dr. Omkar Marathe earned his ... David Geffen School of Medicine at UCLA. He trained in Internal Medicine at Scripps ... in hematology/oncology at the UCLA-Olive View-Cedars Sinai program where he had the opportunity to ...
(Date:6/24/2016)... ... , ... Those who have experienced traumatic events may suffer from a complex ... as drug or alcohol abuse, as a coping mechanism. To avoid this pain and ... a traumatic event. , Trauma sufferers tend to feel a range of emotions, from ...
(Date:6/24/2016)... San Francisco, CA (PRWEB) , ... June 24, ... ... at CitiDent, is now offering micro-osteoperforation for accelerated orthodontic treatment. Dr. Cheng has ... , self-ligating Damon brackets , AcceleDent, and accelerated osteogenic orthodontics. , ...
Breaking Medicine News(10 mins):
(Date:6/23/2016)... -- Research and Markets has announced the ... (Organic Chemical (Sugar, Petrochemical, Glycerin), Inorganic Chemical), Functionality (Filler, ... Global Forecast to 2021" report to their offering. ... pharmaceutical excipients market is projected to reach USD 8.1 ... the forecast period 2016 to 2021. ...
(Date:6/23/2016)... 2016 Roche (SIX: RO, ROG; OTCQX: RHHBY) ... Elecsys BRAHMS PCT (procalcitonin) assay as a dedicated testing ... With this clearance, Roche is the first IVD company ... for sepsis risk assessment and management. PCT ... PCT levels in blood can aid clinicians in assessing ...
(Date:6/23/2016)... LOS ANGELES , June 23, 2016 /PRNewswire/ ... (NASDAQ: CAPR ), a biotechnology company ... first-in-class therapeutics, today announced that patient enrollment in ... progrEssion in Duchenne) has exceeded 50% of its ... its enrollment in the third quarter of 2016, ...
Breaking Medicine Technology: