Research Details

Abstract

Two experiments examined how consumer expertise moderates message learning and product evaluations. It was found that organizing message information and repeating it enhanced novices' learning of the message content and the favorableness of their evaluations. In contrast, experts' learning was for the most part not influenced by these factors, and their evaluations reflected the type of message they received and the extent to which they evaluated the message content.

Type

Article

Author(s)

Durairaj Maheswaran, Brian Sternthal, Zeynep Gurhan

Date Published

1996

Citations

Maheswaran, Durairaj, Brian Sternthal, and Zeynep Gurhan. 1996. Acquisition and impact of consumer expertise. Journal of Consumer Psychology.(2): 115-133.