The Effects of Consumer Prior Knowledge and Processing Strategies on Judgments

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...

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Bibliographic Details
Published in:Journal of marketing research 2010-04, Vol.47 (2), p.301-311
Main Authors: HONG, JIEWEN, STERNTHAL, BRIAN
Format: Article
Language:English
Subjects:
Brands
Consumer behavior
Consumer research
Consumers
Detergents
Information
Information processing
Knowledge
Marketing
Musical modes
Prior learning
Product information
Social psychology
Studies
Sumer
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Summary: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.
ISSN:0022-2437
1547-7193
DOI:10.1509/jmkr.47.2.301