The moderating role of prior knowledge in schema-based product evaluation

Article Abstract:

Recent evidence suggests that a new product is evaluated more favorably when its attributes are moderately incongruent with an activated product category schema than when its attributes are either congruent or extremely incongruent with the schema. We extend this finding by showing that it obtains when consumers have limited knowledge about the product category. When consumers possess elaborate knowledge about the category, their evaluations are unaffected by the level of congruity bur rather are influenced by their schema-based associations to specific product attributes. These findings are discussed in terms of current theorizing related to schema congruity and schema-based inferencing. (Reprinted by permission of the publisher.)

Evaluation, Beliefs, opinions and attitudes, New products, Product introduction, Consumers, Knowledge, Theory of, Epistemology, Attitudes, Schematism (Philosophy)

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Attitudinal ambivalence and openness to persuasion: a framework for interpersonal influence

Article Abstract:

The development of a framework to study the effect of attitudinal ambivalence on consumers' propensity to be influenced by agents while forming impressions about target objects is described.

United States, Argentina, Consumer Behavior, Psychological aspects, Consumer behaviour, Product evaluation, Top rating

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