Cognitive Lock-In and the Power Law of Practice

Journal of Marketing, Vol. 67, pp. 62-75, 2003

15 Pages Posted: 9 Jan 2009

See all articles by Eric J. Johnson

Eric J. Johnson

Columbia Business School - Marketing

Steven Bellman

Murdoch University

Gerald Lohse

Accenture Corporation

Date Written: April 2003


The authors suggest that learning is an important factor in electronic environments and that efficiency resulting from learning can be modeled with the power law of practice. They show that most Web sites can be characterized by decreasing visit times and that generally those sites with the fastest learning curves show the highest rates of purchasing.

Keywords: consumer behavior, research, web sites, electronic commerce, marketing research, purchasing, customer loyalty, learning, environmental aspects, cognitive science

Suggested Citation

Johnson, Eric J. and Bellman, Steven and Lohse, Gerald, Cognitive Lock-In and the Power Law of Practice (April 2003). Journal of Marketing, Vol. 67, pp. 62-75, 2003, Available at SSRN:

Eric J. Johnson (Contact Author)

Columbia Business School - Marketing ( email )

New York, NY 10027
United States

Steven Bellman

Murdoch University ( email )

South Street
Murdoch 6150, Western Australia

Gerald Lohse

Accenture Corporation ( email )

141 Walker Street
Chicago, IL 60601
United States

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