Consumer learning and expertise

This book integrates two related fields of study, learning and expertise, as they have been applied to consumer behavior. The first part of the book focuses on two central hypotheses that are seldom explicitly endorsed or rejected. In the normal course of everyday life, consumers become increasingly familiar with the products and service that they use. Possibly, over time people learn from these experiences and gain true expertise in a variety of product domains.Thus, the first hypothesis that increased familiarity leads to increased expertise: learning from experience (H1). Second, it seems reasonable that as expertise increases, people become more efficient consumers: increased consumer welfare (H2). The authors’ analyses reveal that these hypotheses are often, but not always supported, and sometimes opposite results obtain. The remaining parts of the book provide systematic reviews of the theories, methods, and applications that have been prominent in research on consumer learning and expertise. The book updates several award winning articles from the Journal of ConsumerResearch that are aproaching an ISI citation index of 500 The authors have become default spokespersons for Consumer Knowledge because of their research inthis field INDICE: Overview.- The 'Perfect World' Perspective: Cognitive Structure; Memory; Elaboration; Analytic Processing; Knowledge Calibration; Cognitive Effort, Automaticity, and Skilled Behavior.- Theory: Models of Learning; Models of Expertise; Epistemology.- Method: Measuring Expertise as an Individual Difference; Experimental Paradigms; Quantitative Modeling.- Applications: Information Search; Price Knowledge; Pioneering Advantages; Diffusion of Innovations; Country-of-Origin Effects; Marketing Communications; Context Effects.- Conclusions.

• ISBN: 978-3-540-48504-9
• Editorial: Springer
• Encuadernacion: Cartoné
• Páginas: 160
• Fecha Publicación: 15/09/2010
• Nº Volúmenes: 1
• Idioma: Inglés