Subjective knowledge, search locations, and consumer choice
Publication
, Journal Article
Moorman, C; Diehl, K; Brinberg, D; Kidwell, B
Published in: Journal of Consumer Research
December 1, 2004
This article demonstrates that subjective knowledge (i.e., perceived knowledge) can affect the quality of consumers' choices by altering where consumers search. We propose that subjective knowledge increases the likelihood that consumers will locate themselves proximate to stimuli consistent with their subjective knowledge. As such, subjective knowledge influences choice by affecting search selectivity between environments rather than search within the environment. We suggest that the need for self-consistency drives this effect of subjective knowledge on search. Two lab experiments and one field study find support for the effect of subjective knowledge on nutrition search selectivity and choice as well as for the role of self-consistency.
Duke Scholars
Published In
Journal of Consumer Research
DOI
ISSN
0093-5301
Publication Date
December 1, 2004
Volume
31
Issue
3
Start / End Page
673 / 680
Related Subject Headings
- Marketing
- 3506 Marketing
- 1701 Psychology
- 1506 Tourism
- 1505 Marketing
Citation
APA
Chicago
ICMJE
MLA
NLM
Moorman, C., Diehl, K., Brinberg, D., & Kidwell, B. (2004). Subjective knowledge, search locations, and consumer choice. Journal of Consumer Research, 31(3), 673–680. https://doi.org/10.1086/425102
Moorman, C., K. Diehl, D. Brinberg, and B. Kidwell. “Subjective knowledge, search locations, and consumer choice.” Journal of Consumer Research 31, no. 3 (December 1, 2004): 673–80. https://doi.org/10.1086/425102.
Moorman C, Diehl K, Brinberg D, Kidwell B. Subjective knowledge, search locations, and consumer choice. Journal of Consumer Research. 2004 Dec 1;31(3):673–80.
Moorman, C., et al. “Subjective knowledge, search locations, and consumer choice.” Journal of Consumer Research, vol. 31, no. 3, Dec. 2004, pp. 673–80. Scopus, doi:10.1086/425102.
Moorman C, Diehl K, Brinberg D, Kidwell B. Subjective knowledge, search locations, and consumer choice. Journal of Consumer Research. 2004 Dec 1;31(3):673–680.
Published In
Journal of Consumer Research
DOI
ISSN
0093-5301
Publication Date
December 1, 2004
Volume
31
Issue
3
Start / End Page
673 / 680
Related Subject Headings
- Marketing
- 3506 Marketing
- 1701 Psychology
- 1506 Tourism
- 1505 Marketing