Consumer Knowledge: Effects on Evaluation Strategies Mediating Consumer Judgments

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Consumer Knowledge: Effects on Evaluation Strategies Mediating Consumer Judgments

Academic Journal

Langue: English

Publication year: 01/06/1985

ISSN: 00935301

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.

Consumer Knowledge: Effects on Evaluation Strategies Mediating Consumer Judgments

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