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Consumer Learning: Advertising and the Ambiguity of Product Experience Hoch & Ha (1986)

Consumer Learning: Advertising and the Ambiguity of Product Experience Hoch & Ha (1986). Courtney Briggs. What do you think?. 70% of consumers find advertising to be helpful 70% view advertising as unbelievable. Purpose. Expand Deighton’s work

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Consumer Learning: Advertising and the Ambiguity of Product Experience Hoch & Ha (1986)

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  1. Consumer Learning: Advertising and the Ambiguity of Product ExperienceHoch & Ha (1986) Courtney Briggs

  2. What do you think? • 70% of consumers find advertising to be helpful • 70% view advertising as unbelievable

  3. Purpose • Expand Deighton’s work • Examine conditions where advertising can influence how and what consumers learn from product experience

  4. Background InfoLearning through Passive Observation • Bobrow and Norman (1975) • Concept-driven, top-down processing • Data-driven, bottom-up processing • Piaget (1954) • Assimilation- pros and cons? • Accomodation- unexpected info? • 1984 Presidential and VP Debate • Any other examples?

  5. Learning through Active Hypothesis Testing • Confirmation bias? • Honey vs. brown sugar • How can we persuade this baker to test alternatives? • Bayesian perspective • Diagnostic information • Sufficiency test vs. necessity test

  6. Learning Situations

  7. Experiment 1 • Advertising/No-advertising condition • Results: • Inspection time • Encoding process

  8. Experiment 2 • Polo Shirts • Ad/test • No ad/test • *Test/ad* • Inspection time: pros and cons? • Results • Ad before- assimilative processing • Target brand- ambiguous situation

  9. Questions to Think About • Selling before advertising can be more effective than advertising before selling. • Why? • Examples?

  10. Implications for Promoting Products • Unambiguous or Ambiguous? • Low share vs. high share • http://2modern.blogs.com/photos/uncategorized/2008/06/17/zune.jpg • http://tn31.deviantart.com/fs13/300W/i/2007/116/c/0/Ipod_Ad_by_Gigi_FenixPhoenix.jpg • Product Trial • Low cost vs. high cost • Head-on http://www.youtube.com/watch?v=oM13V6UVsDo&feature=related • Hybrid cars • http://www.youtube.com/watch?v=zMdbdEndRTk

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