Article1997

Consumer knowledge measures as predictors in product evaluation

160 citations0/0 files storedPsychology and Marketing

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Consumer Market Behavior and Pricing Consumer Behavior and Marketing Influence Consumer Behavior in Brand Consumption and Identification

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.

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