"With the proliferation of consumer devices such as the iPhone, Wii, digital cameras, and various kinds of software applications, consumers face the challenge of learning to use new products," write authors Arun Lakshmanan, Charles D. Lindsey (both University at Buffalo – SUNY), and H. Shanker Krishnan (Indiana University). The researchers found that "massed learning" (intense hands-on trial periods) lead to consumers developing a good mental model of the product, a positive attitude, and greater willingness to pay for new products.
"For example, a new Wii user may play a game repeatedly during one gaming session and thus attain some skill at using the nunchuck or she may become proficient via multiple play episodes over and extended period of time," the authors write. For some items, companies can facilitate trials. For example, a Best Buy salesperson may ask a teen trying Rock Band for the first time to play around with its features, or cellphone representative might help a potential customer program numbers into a phone. Companies may want to consider ways to allow customers even more chances to work with their products.
The authors also found that consumers differ in how they learn: they may learn by following instructions or through actual experience. "Over four experiments conducted using different software products we find that when consumers learn how to use a new product by reading instructions, they do better if the learning episodes are spaced," the authors write. "However, if their learning is via actual trial, they do better if the learning episodes are massed."
Their study also found that massed trials lead to a better and more flexible mental model of the product. In turn, consumers are better able to undertake new tasks with the product. "This ability is particularly relevant for new product success since it determines how much a product is used after purchase," the authors write.
"For example, individuals may try out different modes of image capture in a digital camera during their first interaction with the product (say, in a store) but over time, may use features that are different than the one initially learned (various resolution settings, timer set-up, etc.). How well consumers perform on these new tasks may have a strong bearing on how much they use the products, and in turn, their ultimate satisfaction."
Arun Lakshmanan, Charles D. Lindsey and H. Shanker Krishnan, "Practice Makes Perfect? When Does Massed Learning Improve Product Usage Proficiency?" Journal of Consumer Research: December 2010. A preprint of this article (to be officially published online soon) can be found at http://journals.uchicago.edu/jcr).
Mary-Ann Twist | EurekAlert!
The personality factor: How to foster the sharing of research data
06.09.2017 | ZBW – Leibniz-Informationszentrum Wirtschaft
Europe’s Demographic Future. Where the Regions Are Heading after a Decade of Crises
10.08.2017 | Berlin-Institut für Bevölkerung und Entwicklung
Using ultrafast flashes of laser and x-ray radiation, scientists at the Max Planck Institute of Quantum Optics (Garching, Germany) took snapshots of the briefest electron motion inside a solid material to date. The electron motion lasted only 750 billionths of the billionth of a second before it fainted, setting a new record of human capability to capture ultrafast processes inside solids!
When x-rays shine onto solid materials or large molecules, an electron is pushed away from its original place near the nucleus of the atom, leaving a hole...
For the first time, physicists have successfully imaged spiral magnetic ordering in a multiferroic material. These materials are considered highly promising candidates for future data storage media. The researchers were able to prove their findings using unique quantum sensors that were developed at Basel University and that can analyze electromagnetic fields on the nanometer scale. The results – obtained by scientists from the University of Basel’s Department of Physics, the Swiss Nanoscience Institute, the University of Montpellier and several laboratories from University Paris-Saclay – were recently published in the journal Nature.
Multiferroics are materials that simultaneously react to electric and magnetic fields. These two properties are rarely found together, and their combined...
MBM ScienceBridge GmbH successfully negotiated a license agreement between University Medical Center Göttingen (UMG) and the biotech company Tissue Systems Holding GmbH about commercial use of a multi-well tissue plate for automated and reliable tissue engineering & drug testing.
MBM ScienceBridge GmbH successfully negotiated a license agreement between University Medical Center Göttingen (UMG) and the biotech company Tissue Systems...
Pathogenic bacteria are becoming resistant to common antibiotics to an ever increasing degree. One of the most difficult germs is Pseudomonas aeruginosa, a...
Scientists from the MPI for Chemical Energy Conversion report in the first issue of the new journal JOULE.
Cell Press has just released the first issue of Joule, a new journal dedicated to sustainable energy research. In this issue James Birrell, Olaf Rüdiger,...
19.09.2017 | Event News
12.09.2017 | Event News
06.09.2017 | Event News
19.09.2017 | Event News
19.09.2017 | Physics and Astronomy
19.09.2017 | Power and Electrical Engineering