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- W2108472406 abstract "Success of many products depends on how consumers learn to use them. This research suggests that initial product trial may lead to jumps in consumer learning. Such discontinuities in learning co-occur with the experience of insight—namely, a better conceptual understanding of how to use the product. Notably, such learning also positively affects downstream outcomes such as affect and usage intentions. Whereas exploration during initial trial facilitates insight-based learning, usage instructions seem to limit this type of learning. The implication for marketing managers is to structure initial trials in a manner conducive to exploration, thus leading to insight-driven learning and the associated positive outcomes." @default.
- W2108472406 created "2016-06-24" @default.
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- W2108472406 date "2011-11-01" @default.
- W2108472406 modified "2023-09-29" @default.
- W2108472406 title "The Aha! Experience: Insight and Discontinuous Learning in Product Usage" @default.
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- W2108472406 doi "https://doi.org/10.1509/jm.10.0348" @default.
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