Acquisition and Impact of Consumer Expertise

Durairaj Maheswaran*, Brian Sternthal, Zeynep Gürhan

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

32 Scopus citations


Two experiments examined how consumer expertise moderates message learning and product evaluations. It was found that organizing message information and repeating it enhanced novices' learning of the message content and the favorableness of their evaluations. In contrast, experts' learning was for the most part not influenced by these factors, and their evaluations reflected the type of message they received and the extent to which they evaluated the message content.

Original languageEnglish (US)
Pages (from-to)115-133
Number of pages19
JournalJournal of Consumer Psychology
Issue number2
StatePublished - 1996

ASJC Scopus subject areas

  • Applied Psychology
  • Marketing


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