The Assessment of Alternative Measures of Consumer Expertise

摘要: This study assesses a number of different measures consumer expertise by examining their ability to predict correct choices in three stimulus-based choice tasks and support hypotheses derived from the cognitive psychology behavior literature. The concern how should affect content organization knowledge for product class reasons across usage contexts. After factor analysis that yielded orthogonal factors, we used regression TOBIT analyses examine effect each on hypothesized differences tasks. Two “subjective/objective knowledge” “friends owning motorcycles,” tasks, while subjective/objective-knowledge supports almost all relationships choice. third factor, “magazines read/motorcycles owned,” also many concerning general knowledge.