The Assessment of Alternative Measures of Consumer Expertise
Bibliographic Data
| ID | 2996578 |
|---|---|
| Authors | Andrew A Mitchell, Peter A Dacin |
| Year | 1996 |
| Volume | 23 |
| Issue | 3 |
| Pages | 219 |
| Publication date | 1996-12-01 |
| Peer Reviewed | Yes |
| Open Access | No |
| Type | ARTICLE |
| Venue | Journal of Consumer Research (JOURNAL) |
| Journal identifiers | ISSN: 0093-5301 • E-ISSN: 1537-5277 |
| Publisher | Oxford University Press (OUP) (PUBLISHER) |
| DOI | 10.1086/209479 |
| OpenAlex | W2012227281 |
| Language | EN |
| Citations received | 41 |
| References cited | 17 |
This study assesses a number of different measures of consumer expertise by examining their ability to predict correct choices in three stimulus-based choice tasks and to support a number of hypotheses derived from the cognitive psychology and consumer behavior literature. The hypotheses concern how consumer expertise should affect the content and organization of knowledge for a product class and reasons for choice across different usage contexts. After a factor analysis of the different measures of consumer expertise that yielded three orthogonal factors, we used regression and TOBIT analyses to examine the effect of each factor on the number of correct choices and the hypothesized differences in the content and organization of knowledge and reasons for choice in the choice tasks. Two of the factors, “subjective/objective knowledge” and “friends owning motorcycles,” predict the number of correct choices in the stimulus-based choice tasks, while the subjective/objective-knowledge factor supports almost all of the hypothesized relationships for the content and organization of knowledge and reasons for choice. The third factor, “magazines read/motorcycles owned,” also supports many of the relationships concerning general knowledge
Business · Consumer research · Library science · Computer Science · Consumer Behavior in Brand Consumption and Identification · Decision-Making and Behavioral Economics · Marketing · Psychology · Psychology of Social Influence
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Objective and Subjective Knowledge Relationships
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The Moderating Effect of Product Knowledge on the Learning and Organization of Product Information
The Economics of Consumer Knowledge
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Categorization and Representation of Physics Problems by Experts and Novices
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Perception in chess
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Individual Differences in Search Behavior for a Nondurable
Effects of Framing on Evaluation of Comparable and Noncomparable Alternatives by Expert and Novice Consumers
The Effects of Product Class Knowledge on Information Search Behavior
Effects of Prior Knowledge and Experience and Phase of the Choice Process on Consumer Decision Processes
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Choice Based on Reasons
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| Unique citing works | 41 |
|---|---|
| Citations per year | 1,37 |
| Citation span | 1996 - 2026 (31) |
| Citation velocity | current |
| Highly cited | No |
| Citation types | Neutral: 38 |