Featured Research

from universities, journals, and other organizations

'Old Dogs' Don't Notice New Tricks: Prior Knowledge Affects How Consumers Accept New Information

Date:
February 16, 2008
Source:
University of Chicago Press Journals
Summary:
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.

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.

"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 cue--multiple 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 Merck's 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 Alzheimer's disease.

"This opportunity creates a branding dilemma for Merck," the researchers write. "Our findings suggest that consumers may be slower to learn the Alzheimer's 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.

Marcus Cunha Jr., Chris Janiszewski, and Juliano Laran, "Protection of Prior Learning in Complex Consumer Learning Environments." Journal of Consumer Research: April 2008.


Story Source:

The above story is based on materials provided by University of Chicago Press Journals. Note: Materials may be edited for content and length.


Cite This Page:

University of Chicago Press Journals. "'Old Dogs' Don't Notice New Tricks: Prior Knowledge Affects How Consumers Accept New Information." ScienceDaily. ScienceDaily, 16 February 2008. <www.sciencedaily.com/releases/2008/02/080212122101.htm>.
University of Chicago Press Journals. (2008, February 16). 'Old Dogs' Don't Notice New Tricks: Prior Knowledge Affects How Consumers Accept New Information. ScienceDaily. Retrieved July 31, 2014 from www.sciencedaily.com/releases/2008/02/080212122101.htm
University of Chicago Press Journals. "'Old Dogs' Don't Notice New Tricks: Prior Knowledge Affects How Consumers Accept New Information." ScienceDaily. www.sciencedaily.com/releases/2008/02/080212122101.htm (accessed July 31, 2014).

Share This




More Mind & Brain News

Thursday, July 31, 2014

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

Dieting At A Young Age Might Lead To Harmful Health Habits

Dieting At A Young Age Might Lead To Harmful Health Habits

Newsy (July 30, 2014) Researchers say women who diet at a young age are at greater risk of developing harmful health habits, including eating disorders and alcohol abuse. Video provided by Newsy
Powered by NewsLook.com
It's Not Just Facebook: OKCupid Experiments With Users Too

It's Not Just Facebook: OKCupid Experiments With Users Too

Newsy (July 29, 2014) If you've been looking for love online, there's a chance somebody has been looking at how you're looking. Video provided by Newsy
Powered by NewsLook.com
How Your Face Can Leave A Good Or Bad First Impression

How Your Face Can Leave A Good Or Bad First Impression

Newsy (July 29, 2014) Researchers have found certain facial features can make us seem more attractive or trustworthy. Video provided by Newsy
Powered by NewsLook.com
Losing Sleep Leaves You Vulnerable To 'False Memories'

Losing Sleep Leaves You Vulnerable To 'False Memories'

Newsy (July 27, 2014) A new study shows sleep deprivation can make it harder for people to remember specific details of an event. Video provided by Newsy
Powered by NewsLook.com

Search ScienceDaily

Number of stories in archives: 140,361

Find with keyword(s):
Enter a keyword or phrase to search ScienceDaily for related topics and research stories.

Save/Print:
Share:

Breaking News:
from the past week

In Other News

... from NewsDaily.com

Science News

Health News

    Environment News

    Technology News



    Save/Print:
    Share:

    Free Subscriptions


    Get the latest science news with ScienceDaily's free email newsletters, updated daily and weekly. Or view hourly updated newsfeeds in your RSS reader:

    Get Social & Mobile


    Keep up to date with the latest news from ScienceDaily via social networks and mobile apps:

    Have Feedback?


    Tell us what you think of ScienceDaily -- we welcome both positive and negative comments. Have any problems using the site? Questions?
    Mobile: iPhone Android Web
    Follow: Facebook Twitter Google+
    Subscribe: RSS Feeds Email Newsletters
    Latest Headlines Health & Medicine Mind & Brain Space & Time Matter & Energy Computers & Math Plants & Animals Earth & Climate Fossils & Ruins