This research investigates the learning that occurs throughout several
information acquisition and choice experiences. The effects of three
factors that may naturally vary in consumer experiences are studied: a
consumer's goals, how much the consumer knows about the product's fea
tures prior to information acquisition and choice, and the content of
feedback received after choice. Results show that the information cons
umers learn is organized in memory around the goal(s) that drives the
experiences. Further, higher levels of prior feature knowledge result
in more accurate knowledge after experience, but, contrary to predicti
ons, subjects with no prior feature knowledge are quite adept at focus
ing on their goal in the choice process and at learning goal-appropria
te information. The presence of feedback and its consistency with a co
nsumer's goal are also shown to affect the goal orientation and organi
zation of brand and feature knowledge gained during choice experiences
.