Ozanne, Julie L; Brucks, Merrie; Grewal, Dhruv - In: Journal of Consumer Research 18 (1992) 4, pp. 452-63
Consumers are confronted with hundreds of new products each year, yet little is known about how these new products are integrated into existing knowledge structures. Depending on the new products similarity or dissimilarity to categories stored in memory, consumers information search may be...