The Effects of Consumers’ Subjective Knowledge on Evaluative Extremity and Product Differentiation

Andy WONG*

*Corresponding author for this work

Research output: Chapter in book/report/conference proceedingChapterpeer-review

Abstract

Evaluating and differentiating among product alternatives are fundamental to making an optimal choice (Hoegg and Alba, 2007). To identify the best option out of a choice set, consumers need to tell the differences among available alternatives, setting them apart to an extent that a favorite emerges (Brownstein, 2003; Svenson, 1992). In particular, brand choice often requires identification of the best quality option, or at least ruling out options that are poorer in quality than others.
Original languageEnglish
Title of host publicationAdvances in Advertising Research (Vol. IV)
Subtitle of host publicationThe Changing Roles of Advertising
EditorsSara Rosengren, Shintaro Okazaki, Micael Dahlén
PublisherSpringer Gabler Wiesbaden
Pages391-407
Number of pages17
Edition1
ISBN (Electronic)9783658023652
ISBN (Print)9783658023645, 9783658042165
DOIs
Publication statusPublished - 31 May 2013

Publication series

NameEuropean Advertising Academy
PublisherSpringer Gabler
VolumeIV
ISSN (Print)2626-0328
ISSN (Electronic)2626-0336

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