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Liquid Refreshment

13

Feb

We Never Learn

Jacob Gaffney  in Health, Living

It’s that day of the week where InterWined.com dissects a recent piece of research. In today’s case, unlike the health news of past, there is an interesting marketing study just released that is bad news for InterWined.

See, we’re trying to learn more about how to pick the best wine for between £5 and £10. But, according to the study, it shoudn’t matter, since humans have prior notions of what is good and not good, before contemplating a purchase.

Over time, it seems, consumers develop a set of cues that they use to make inferences about products, such as “all French restaurants have great service” or “wine labels with birds mean it tastes 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 (two months from now, not ten months ago) of the Journal of Consumer Research.

“Once people learned that a cue predicted an outcome, they became less likely to learn about this very same cue with respect to a different outcome,” write Marcus Cunha Jr. (University of Washington), Chris Janiszewski, and Juliano Laran (both University of Florida). “The implication is that the learning system is designed to discourage single cue–multiple outcome learning.”

In the pilot study of a series of five experiments, the researchers used cheese tasting to explore the development of predictive knowledge structures, a phenomenon also known as “protection of prior learning.”

They first had participants taste an orange rind Raclette cheese that was mild and creamy, and a purple rind Drunken Goat cheese that was much stronger tasting and dry. They then had participants rate the cheeses on a scale of mild to strong to induce the association with an orange rind and a mild flavored cheese. A control group also tasted two different types of cheese but did not rate them.

To test whether an association between an orange rind and mild flavor would make it more difficult for consumers to gauge other existing qualities, such as texture, tasters were then asked to rate the creaminess of a mild, creamy Port Salut with an orange rind and a dry Manchego with no rind. Surprisingly, participants were less likely than the control group to expect the second orange rind cheese to be creamy, even though the first one had also been creamy. As the researchers explain, “Learning that the orange rind predicted a difference in the strength of flavor…attenuated the learning that the orange rind predicted creaminess.”

From a public policy standpoint, the results suggest that people may be resistant to adopt new health and safety standards when information conflicts with prior learning. Beyond creating awareness, successful campaigns might present new information in a way that does not utilize attributes already associated with another outcome.

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