Journal of Marketing 2003

Cognitive Lock-In and the Power Law of Practice

Eric J. Johnson¹; Steven Bellman^2,3; Gerald L. Lohse^4,5

¹ Columbia University · ² Murdoch University · ³ The University of Western Australia · ⁴ Accenture (Switzerland) · ⁵ Decision Sciences (United States)

Abstract

The authors suggest that learning is an important factor in electronic environments and that efficiency resulting from learning can be modeled with the power law of practice. They show that most Web sites can be characterized by decreasing visit times and that generally those sites with the fastest learning curves show the highest rates of purchasing.

DOI

10.1509/jmkg.67.2.62.18615

Sources

openalex