Old dogs: Prior knowledge affects how consumers accept new i...(avor . . . attenuated the learning that ...),Health

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.

'/>"/>