This study adopts a dual-system view of category learning. The findings suggest that consumers who learn a dominant feature as a verbal rule for a product category will classify a new ambiguous product according to that feature even if it more closely resembles a different product category. The...

There is now a very large literature on dynamic models in marketing. In a narrow sense, dynamics can be understood as a mechanism whereby past product purchases affect a person's current evaluation of the utility he/she will obtain from buying a product. Most of the prior literature has focussed...