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Bridging Aficionados' Perceptual and Conceptual Knowledge to Enhance How They Learn from Experience

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  • Kathryn A. Latour
  • Michael S. Latour

Abstract

The aficionado consumer is one who consumes and enjoys a hedonic product regularly but has failed to obtain product expertise from his/her many experiences. We conceptualize the aficionado as having asymmetric perceptual and conceptual knowledge and posit that when these two types of knowledge are bridged with a sensory consumption vocabulary, the aficionados are better able to learn from their experiences. In experiment 1, we find that providing aficionados a cross-modal learning tool (wine aroma wheel) during their tasting helps them strengthen their experiential memory and withstand influence from misleading marketing communications. We also find that when aficionados are presented with a misleading consumption vocabulary during their tasting, they more readily accept the marketing misinformation that results in memory distortion. In experiment 2, we find that accurate multisensory information delivered through either the wine aroma wheel or advertising can enhance how aficionados learn from their direct tasting experience. (c) 2010 by JOURNAL OF CONSUMER RESEARCH, Inc..

Suggested Citation

  • Kathryn A. Latour & Michael S. Latour, 2010. "Bridging Aficionados' Perceptual and Conceptual Knowledge to Enhance How They Learn from Experience," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 37(4), pages 688-697, December.
    • Handle: RePEc:oup:jconrs:v:37:y:2010:i:4:p:688-697
    DOI: 10.1086/655014
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    Cited by:

    1. Joy, Annamma & Wang, Jeff Jianfeng & Orazi, Davide C. & Yoon, Seyee & LaTour, Kathryn & Peña, Camilo, 2023. "Co-creating affective atmospheres in retail experience," Journal of Retailing, Elsevier, vol. 99(2), pages 297-317.
    2. Catherine Viot, 2012. "Subjective knowledge, product attributes and consideration set : the wine case," Post-Print hal-01803724, HAL.
    3. Cammy Crolic & Chris Janiszewski, 2016. "Hedonic Escalation: When Food Just Tastes Better and Better," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 43(3), pages 388-406.
    4. Sarah Clemente & Eric Dolansky & Antonia Mantonakis & Katherine White, 2014. "The effects of perceived product-extrinsic cue incongruity on consumption experiences: The case of celebrity sponsorship," Marketing Letters, Springer, vol. 25(4), pages 373-384, December.
    5. Roxane Favier & Anthony Galluzzo & Jean-Philippe Galan, 2018. "The credibility of judgment devices in question: wine consumers looking for autonomy [La crédibilité des dispositifs de jugement en question : la recherche d'autonomie des aficionados de vin]," Post-Print hal-02001120, HAL.

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