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Consumer Knowledge: Effects on Evaluation Strategies Mediating Consumer Judgments

Consumer Knowledge: Effects on Evaluation Strategies Mediating Consumer Judgments Abstract This study suggests that category-based evaluative responses supplement the piecemeal-based evaluation processes more often studied in Consumer Research. The alternative modes of processing were found to be contingent upon the match/mismatch of information to category expectations. Compared to piecemeal (mismatch) processing, category-based (match) processing resulted in faster impression formation times, more verbalizations related to the product category, fewer verbalizations related to the product's attributes, and fewer references to subtypes. Expertise exaggerated these effects. * " This article received an honorable mention in the 1984 Robert Ferber Award for Consumer Research competition for the best interdisciplinary article based on a recent doctoral dissertation. The award is cosponsored by the Association for Consumer Research and the Journal of Consumer Research. This content is only available as a PDF. Author notes ** " Mita Sujan is Assistant Professor of Marketing, College of Business Administration, The Pennsylvania State University, University Park, PA 16802. The author gratefully acknowledges the important contributions of James R. Bettman at each stage of this research. Comments made by Susan T. Fiske were also very helpful. A grant from the Graduate Division, the University of California, Los Angeles, helped support the dissertation on which this study was based. © 1985 Journal of Consumer Research, Inc. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Consumer Research Oxford University Press

Consumer Knowledge: Effects on Evaluation Strategies Mediating Consumer Judgments

Journal of Consumer Research , Volume 12 (1) – Jun 1, 1985

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References (35)

Publisher
Oxford University Press
Copyright
© 1985 Journal of Consumer Research, Inc.
ISSN
0093-5301
eISSN
1537-5277
DOI
10.1086/209033
Publisher site
See Article on Publisher Site

Abstract

Abstract This study suggests that category-based evaluative responses supplement the piecemeal-based evaluation processes more often studied in Consumer Research. The alternative modes of processing were found to be contingent upon the match/mismatch of information to category expectations. Compared to piecemeal (mismatch) processing, category-based (match) processing resulted in faster impression formation times, more verbalizations related to the product category, fewer verbalizations related to the product's attributes, and fewer references to subtypes. Expertise exaggerated these effects. * " This article received an honorable mention in the 1984 Robert Ferber Award for Consumer Research competition for the best interdisciplinary article based on a recent doctoral dissertation. The award is cosponsored by the Association for Consumer Research and the Journal of Consumer Research. This content is only available as a PDF. Author notes ** " Mita Sujan is Assistant Professor of Marketing, College of Business Administration, The Pennsylvania State University, University Park, PA 16802. The author gratefully acknowledges the important contributions of James R. Bettman at each stage of this research. Comments made by Susan T. Fiske were also very helpful. A grant from the Graduate Division, the University of California, Los Angeles, helped support the dissertation on which this study was based. © 1985 Journal of Consumer Research, Inc.

Journal

Journal of Consumer ResearchOxford University Press

Published: Jun 1, 1985

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