TITLE

CONSUMER LEARNING THROUGH EXPERIENCE: A STUDY AND EXPERIMENTAL PARADIGM

AUTHOR(S)
Huber, Joel; Elrod, Terry
PUB. DATE
January 1981
SOURCE
Advances in Consumer Research;1981, Vol. 8 Issue 1, p66
SOURCE TYPE
Conference Proceeding
DOC. TYPE
Article
ABSTRACT
In this study respondents were asked to make a series of choices on a set of stimuli defined by abstract cues. After each choice a reward/penalty was given depending on the quality of the item chosen. Generally, respondents did a poor job of correctly inferring the additive values of the cues from 32 trials. An examination of the patterns of successive choices indicates that respondents were not really attempting to learn but were primarily avoiding negative feedback.
ACCESSION #
6430531

 

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