Old dogs: Prior knowledge affects how consumers accept new information

Over time, consumers develop a set of cues that we then use to make inferences about products, such as “all French restaurants have great service” or “more expensive candles smell better.” However, this set of predictable beliefs can make it difficult for us to learn and recognize other real, positive qualities that are indicated by the same cues, reveals a new study from the April issue of the Journal of Consumer Research.