Showing 1 - 4 of 4
Persistent link: https://www.econbiz.de/10012494446
Persistent link: https://www.econbiz.de/10003875217
The modal scientific approach in consumer research is to deduce hypotheses from existing theory about relationships between theoretic constructs, test those relationships experimentally, and then show “process” evidence via moderation and mediation. This approach has its advantages, but...
Persistent link: https://www.econbiz.de/10014139017
Our research examines the role of prior knowledge in learning about really new products that make existing product knowledge obsolete. Those with higher prior knowledge incorrectly generalize from their knowledge of existing products in the same product market and assume that they already know...
Persistent link: https://www.econbiz.de/10014106029