Differential Effects of Subjective Knowledge, Objective Knowledge, and Usage Experience on Decision Making : An Exploratory Investigation  

Oleh:

Mangold, W. Glynn ; Lonial, Subhash C. ; Raju, P.S.

Jenis: Article from Bulletin/Magazine
Dalam koleksi: JOURNAL OF CONSUMER PSYCHOLOGY vol. 4 no. 2 (1995), page 153-180.
Topik: DECISION MAKING; decision making; objective knowledge; usage experience; subjective knowledge; differential effects

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: JJ42.1 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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Isi artikel

Product knowledge has been recognized as an important factor in the research on consumer decision making. It has also been acknowledge that there are different types of knowlegde. In this article, we examine the impact of three types of knowledge, subjective knowledge, objective knowledge, and usage experience on selected aspects of consumer decision making. Effects are examined within the context of an electronic shopping scenario in which subjects selected a VCR brand based on brand and attribute information that could be accessed through a personal computer. Results indicate that, consistent with real - world experience, the three types of knowledge are correlatd with each other. However, their effects on attribute importances, information search, and perceived decision outcomes vary by level and type of knowledge. We discuss these effects and their implications for future research.

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