Consumer Learning and Expertise

Environmental concern and environmental purchase intentions: The mediating role of learning strategy

“…Intentional learning is cognitively demanding, and consumers may not always be ready or able to engage in such processing when the need to make a decision arises (Hutchinson & Eisenstein, 2008). In such instances, consumers can draw upon information they have encountered during the course of everyday life, such as environmental claims made by firms in their promotional material (Kong & Zhang, 2014;Xie & Kronrod, 2012).…”

“…Consumer behavior research has identified two learning strategies that consumers may use to inform their purchase choices: intentional learning and incidental learning (Gursoy & McCleary, 2004;Hutchinson & Alba, 1991;Hutchinson & Eisenstein, 2008). Intentional learning refers to the active and deliberate acquisition of knowledge, and this form of learning facilitates the central route of information processing advanced by Petty and Cacioppo (1986) in their elaboration likelihood model.…”

“…Such learning may, in turn, provide the knowledge necessary to translate environmental concern into environmental purchase intentions. Advancing existing knowledge, this study proposes that intentional and incidental learning strategies (Gursoy & McCleary, 2004;Hutchinson & Alba, 1991;Hutchinson & Eisenstein, 2008) mediate the relationship between environmental concern and environmental purchase intentions.…”

Does the presence of a mannequin head change shopping behavior?

“…Some customers, such as market mavens (Clark & Goldsmith, 2005;Feick & Price, 1987), tend to be highly knowledgeable about a variety of products. Prior research indicates the importance of category knowledge, and research on both knowledge and categorization highlights the different information processing undertaken by expert and novice consumers (Hutchinson & Eisenstein, 2008;Sujan, 1985). Expert consumers possess relatively high levels of category knowledge; novice consumers have relatively low levels of category knowledge (Alba & Hutchinson, 1987).…”

Pragmatic Learning Theory: An Inquiry-Action Framework for Distributed Consumer Learning in Online Communities

“…Although much has been written, including several reviews, little consensus exists around concepts and processes that characterize different theories of consumer learning with largely disconnected literatures in consumer, cognitive, and social psychology (see Ashby and Maddox [2005]; Evans [2008]; Hutchinson and Eisenstein [2008]; Mitchell, De Houwer, and Lovibond [2009]; Sloman [1996]; and Van Osselaer [2008] for some notable recent reviews). Instead, efforts to categorize the diverse learning theories into two broad but disparate systems have been more successful.…”