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- Publications
- Influence
Confirmation, Disconfirmation, and Informa-tion in Hypothesis Testing
- J. Klayman, Young-Won Ha
- Psychology
- 1 April 1987
Strategies for hypothesis testing in scientific investigation and everyday reasoning have interested both psychologists and philosophers. A number of these scholars stress the importance of… Expand
Consumer Learning: Advertising and the Ambiguity of Product Experience
- S. J. Hoch, Young-Won Ha
- Psychology
- 1 September 1986
This paper examines the influence of advertising on how and what consumers learn from product experience. A hypothesis-testing framework is adopted where consumers treat advertisements as tentative… Expand
Ambiguity, Processing Strategy, and Advertising-Evidence Interactions
- Young-Won Ha, S. J. Hoch
- Business
- 1 December 1989
Although advertising persuades through overt appeals to reason or emotion, we focus on the indirect process by which advertising influences the interpretation of objective product evidence. We… Expand
Hypothesis testing in rule discovery: Strategy, structure, and content.
- J. Klayman, Young-Won Ha
- Psychology
- 1 July 1989
Une experience examine la strategie de test d'hypothese dans le cadre d'un paradigme inspire de Wason, la structure de la tâche etant manipulee par une variation des relations entre la regle correcte… Expand