Abstract
Four studies examine how consumers' prior knowledge of a product category and the way they process product information affect evaluation. Consumers with extensive prior knowledge of a category evaluate the brand more favorably when the presentation of the product information prompts a sense of progress rather than facilitating a detailed assessment (Studies 1 and 2 as well as when the information presentation involves a high level of construal rather than a low level (Studies 3 and 4). Consumers with limited domain knowledge exhibit opposite outcomes. The subjective experience of processing fluency mediates these effects. The findings suggest that evaluations are more favorable when there is a fit between prior knowledge and message processing than when fit is absent.
Original language | English (US) |
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Pages (from-to) | 301-311 |
Number of pages | 11 |
Journal | Journal of Marketing Research |
Volume | 47 |
Issue number | 2 |
DOIs | |
State | Published - Apr 2010 |
Keywords
- Construal level
- Expertise
- Fluency
- Prior knowledge
- Processing mode
ASJC Scopus subject areas
- Business and International Management
- Economics and Econometrics
- Marketing