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

Andy WONG

doi:10.1007/978-3-658-02365-2_30

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

Andy WONG^*

^*Corresponding author for this work

Department of Communication Studies

Research output: Chapter in book/report/conference proceeding › Chapter › peer-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 language	English
Title of host publication	Advances in Advertising Research (Vol. IV)
Subtitle of host publication	The Changing Roles of Advertising
Editors	Sara Rosengren, Shintaro Okazaki, Micael Dahlén
Publisher	Springer Gabler Wiesbaden
Pages	391-407
Number of pages	17
Edition	1
ISBN (Electronic)	9783658023652
ISBN (Print)	9783658023645, 9783658042165
DOIs	https://doi.org/10.1007/978-3-658-02365-2_30
Publication status	Published - 31 May 2013

Publication series

Name	European Advertising Academy
Publisher	Springer Gabler
Volume	IV
ISSN (Print)	2626-0328
ISSN (Electronic)	2626-0336

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

SDG 8 Decent Work and Economic Growth

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10.1007/978-3-658-02365-2_30

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WONG, A. (2013). The Effects of Consumers’ Subjective Knowledge on Evaluative Extremity and Product Differentiation. In S. Rosengren, S. Okazaki, & M. Dahlén (Eds.), Advances in Advertising Research (Vol. IV): The Changing Roles of Advertising (1 ed., pp. 391-407). (European Advertising Academy; Vol. IV). Springer Gabler Wiesbaden. https://doi.org/10.1007/978-3-658-02365-2_30

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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.",

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note = "copyright: {\textcopyright} 2013 Springer Fachmedien Wiesbaden",

year = "2013",

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WONG, A 2013, The Effects of Consumers’ Subjective Knowledge on Evaluative Extremity and Product Differentiation. in S Rosengren, S Okazaki & M Dahlén (eds), Advances in Advertising Research (Vol. IV): The Changing Roles of Advertising. 1 edn, European Advertising Academy, vol. IV, Springer Gabler Wiesbaden, pp. 391-407. https://doi.org/10.1007/978-3-658-02365-2_30

The Effects of Consumers’ Subjective Knowledge on Evaluative Extremity and Product Differentiation. / WONG, Andy.
Advances in Advertising Research (Vol. IV): The Changing Roles of Advertising. ed. / Sara Rosengren; Shintaro Okazaki; Micael Dahlén. 1. ed. Springer Gabler Wiesbaden, 2013. p. 391-407 (European Advertising Academy; Vol. IV).

Research output: Chapter in book/report/conference proceeding › Chapter › peer-review

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AB - 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.

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ER -

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

Abstract

Publication series

UN SDGs

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