Effects of prior knowledge and experience and phase of the choice process on consumer decision processes: A protocol analysis
JR Bettman, CW Park - Journal of consumer research, 1980 - academic.oup.com
Journal of consumer research, 1980•academic.oup.com
Abstract Effects of prior knowledge and experience and phase of the choice on decision
processes were investigated using a protocol coding scheme. Consumers with moderate
knowledge and experience did more processing of available information than did the high or
low groups. More knowledgeable consumers tended to process by brand. Consumers
tended to use attribute-based evaluations in early and brand-based evaluations in later
phases of choice.
processes were investigated using a protocol coding scheme. Consumers with moderate
knowledge and experience did more processing of available information than did the high or
low groups. More knowledgeable consumers tended to process by brand. Consumers
tended to use attribute-based evaluations in early and brand-based evaluations in later
phases of choice.
Abstract
Effects of prior knowledge and experience and phase of the choice on decision processes were investigated using a protocol coding scheme. Consumers with moderate knowledge and experience did more processing of available information than did the high or low groups. More knowledgeable consumers tended to process by brand. Consumers tended to use attribute-based evaluations in early and brand-based evaluations in later phases of choice.
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