TY - JOUR
T1 - Acquisition and Impact of Consumer Expertise
AU - Maheswaran, Durairaj
AU - Sternthal, Brian
AU - Gürhan, Zeynep
PY - 1996
Y1 - 1996
N2 - 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.
AB - 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.
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U2 - 10.1207/s15327663jcp0502_02
DO - 10.1207/s15327663jcp0502_02
M3 - Article
AN - SCOPUS:21444460385
VL - 5
SP - 115
EP - 133
JO - Journal of Consumer Psychology
JF - Journal of Consumer Psychology
SN - 1057-7408
IS - 2
ER -