Dimensions of consumer expertise

Article Abstract:

The purpose of this article is to review basic empirical results from the psychological literature in a way that provides a useful foundation for research on consumer knowledge. A conceptual organization for this diverse literature is provided by two fundamental distinctions. First, consumer expertise is distinguished from product-related experience. Second, five distinct aspects, or dimensions, of expertise are identified: cognitive effort, cognitive structure, analysis, elaboration, and memory. Improvements in the first two dimensions are shown to have general beneficial effects on the latter three. Analysis, elaboration, and memory are shown to have more specific interrelationships. The empirical findings related to each dimension are reviewed and, on the basis of those findings, specific research hypotheses about the effects of expertise on consumer behavior are suggested. (Reprinted by permission of the publisher.)

Advertising research, Recall, Recall (Law)

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The formation of expected future price: a reference price for forward-looking consumers

Article Abstract:

Among numerous possible reference prices, expected future price is important. A consumer's expectation of the future price of a brand plays a crucial role in the decision to buy now or later. Failure to characterized reference price as a forward-looking concept, a common practice in the reference pricing literature, violates premises of neoclassical economic theory and leads to questionable modeling applications. Explicit measures of future price expectations were obtained and used to test various models of expectations formation, providing insight into the effect of expected future price on consumers' responses to price promotions and brand choice decisions. (Reprinted by permission of the publisher.)

Analysis, Prices and rates, Forecasts and trends, Prices, Consumer behavior, Brand name products, Brand names, Expectation (Psychology), Expectations, Motivation research (Marketing)

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Varieties of mere exposure: the effects of processing style and repetition on affective response

Article Abstract:

A mechanism able to explain the role of exposure in affective response is developed through examination of several different theories, with processing style proposed as a moderating variable including attention and elaboration of processing. The results of an experiment suggest that some minimal level of processing, that is, focused attention, may be needed for affective response based on sensed familiarity and that more elaborative processing may cause complex evaluative processes.

Human information processing, Learning, Psychology of, Learning theory (Psychology), Consumer education

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