Managing What Consumers Learn from Experience
提出消费者从产品使用经验中学习是一个四阶段过程（假设、接触、编码、整合），受领域熟悉度、学习动机和信息环境模糊性三个因素调节，并讨论了企业如何通过战略工具影响这一学习过程，对产品测试和新产品开发有指导意义。
The authors argue that what consumers learn from the experience of using products is not a simple matter of discovering objective truth. They frame the problem of learning from experience as a four-stage process (hypothesizing—exposure—encoding—integration) with three moderating factors (familiarity with the domain, motivation to learn, and the ambiguity of the information environment). The framework is used to identify where learning from product consumption experience is most open to managerial influence. The authors discuss strategic tools for managing experiential learning and consider applications to the simulation of learning in concept and pre-test-market product testing.