ABSTRACT
When making decisions, consumers o en depend heavily on what they have learned about the relations between concepts. Links between product cues (e.g., brand names, ingredients, other product attributes) and consumption bene ts play an important role in consumers’ evaluations of products. For example, a consumer who is trying to decide between di erent types of wine may rely on links in memory between grape varieties and taste quality. Given the crucial role these links play in consumer decisions, it is important to know how these links are formed and how they change over time. is is the domain of associative learning, or the learning of the ways in which concepts are related (see Shanks, 1994, for a similar de nition).
