Consumer knowledge measures as predictors in product evaluation

Consumer knowledge measures as predictors in product evaluation An experiment was conducted to test whether measures of consumer knowledge predict utilization of extrinsic product cues and willingness to pay for a product. Consumers have been shown to value some extrinsic cues more than others, and this study shows that knowledge measures moderate the evaluation of some extrinsic cues. Compared to measures of familiarity and subjective expertise, objective expertise is found to be a more efficient predictor of product evaluation and to be more consistent in valuing extrinsic cues in accordance with their diagnostic utility. © 1997 John Wiley & Sons, Inc. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Psychology & Marketing Wiley

Consumer knowledge measures as predictors in product evaluation

Psychology & Marketing, Volume 14 (3) – May 1, 1997

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Publisher
Wiley
Copyright
Copyright © 1997 John Wiley & Sons, Inc.
ISSN
0742-6046
eISSN
1520-6793
DOI
10.1002/(SICI)1520-6793(199705)14:3<241::AID-MAR3>3.0.CO;2-B
Publisher site
See Article on Publisher Site

Abstract

An experiment was conducted to test whether measures of consumer knowledge predict utilization of extrinsic product cues and willingness to pay for a product. Consumers have been shown to value some extrinsic cues more than others, and this study shows that knowledge measures moderate the evaluation of some extrinsic cues. Compared to measures of familiarity and subjective expertise, objective expertise is found to be a more efficient predictor of product evaluation and to be more consistent in valuing extrinsic cues in accordance with their diagnostic utility. © 1997 John Wiley & Sons, Inc.

Journal

Psychology & MarketingWiley

Published: May 1, 1997

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