Steils, Nadia; Decrop, Alain; Crié, Dominique - In: Journal of Consumer Marketing 36 (2019) 2, pp. 276-287
Purpose: As traditional paper manuals and step-by-step instructions have shown to discourage new product learning because of a lack of exploration, the purpose of this paper is to investigate consumer learning from an online and andragogical, that is, adult learning, perspective by identifying...