Business Commons^™

Factors Affecting The Acquisition And Transfer Of Novel Attribute Relationships To New Product Categories, Stewart Shapiro, Mark Spence, Jennifer Gregan-Paxton

Mark Spence

This article investigates two factors posited to affect consumers' ability to learn a novel attribute relationship (e.g., "no pesticides → USDA organic symbol") and apply this recently acquired knowledge when making judgments in a new product category. The first factor concerns the nature of the attribute encoding process and, in particular, whether it allows for comparison of examples. The second factor focuses on the relationship between the learning and transfer domains, and examines the influence of perceptual similarity (manipulated two ways: similarity in the elements comprising the attribute relationships, and similarity between the base and target domains) on the transfer …