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Tóm tắt nội dung: This research examines how differences in the organization of brand information in memory between higher and lower knowledge consumers affects which brands are retrieved when consumers are provided with a usage situation. A spreading activation network model of memory is used to predict the results of an experiment where the usage situations were varied at encoding and repeated recall sessions. The results of the study indicate that lower knowledge consumers tend to learn only the brand information...

The Moderating Effect of Product Knowledge on the Learning and Organization of Product Information.pdf

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