TY - JOUR
AU1 - Bettman, James, R.
AU2 - Park, C., Whan
AB - Abstract Effects of prior knowledge and experience and phase of the choice on decision processes were investigated using a protocol coding scheme. Consumers with moderate knowledge and experience did more processing of available information than did the high or low groups. More knowledgeable consumers tended to process by brand. Consumers tended to use attribute-based evaluations in early and brand-based evaluations in later phases of choice. This content is only available as a PDF. Author notes * James R. Bettman is Professor, Graduate School of Management, University of California, Los Angeles, CA 90024. C. Whan Park is Associate Professor, Graduate School of Business, University of Pittsburgh, PA 15260. The authors gratefully acknowledge the assistance of Professor Parker Lessig, University of Kansas, in the development of the experimental design and collection of the data. The authors also thank Carol Scott, Bart Weitz, Eric Johnson, and Peter Wright for their extremely helpful comments. © JOURNAL OF CONSUMER RESEARCH
TI - Effects of Prior Knowledge and Experience and Phase of the Choice Process on Consumer Decision Processes: A Protocol Analysis
JF - Journal of Consumer Research
DO - 10.1086/208812
DA - 1980-12-01
UR - https://www.deepdyve.com/lp/oxford-university-press/effects-of-prior-knowledge-and-experience-and-phase-of-the-choice-q0tbOWz94W
SP - 234
VL - 7
IS - 3
DP - DeepDyve
ER -