CORDIS Project
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This research examines how consumer knowledge directly influences decision-making processes. It aims to understand the effects of subjective knowledge on choice conflict and the implications for marketing strategies and consumer education.
Consumer knowledge of product category has been extensively investigated in consumer research.
However, past research suffers from two major drawbacks.
First, it focused on the impact of consumer knowledge on information search and learning, and thus very little is known about the direct impact of consumer knowledge on choice which is not mediated through information stored in memory.
Second, the methods that have been employed were lacking.
They were based on measurements and biased self report…
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