The Moderating Effect of Product Knowledge on the Learning and Organization of Product Information

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본문내용: The Moderating Effect of Product Knowledge
on the Learning and Organization of Product
Information
By: ELIZABETH COWLEY
ANDREW A. MITCHELL
Contents:
Introduction.
Theory.
Knowledge level differences.
Method.
Results.
Discussion.
1- Introduction:
The objective of this research is to examine how differences in product category knowledge affect the organization of new brand information in consumers몶 memory and how these organizational differences influence the retrieval of brands for a particular usage situation.
2- Theory:
2-1- Previous research:
_ Huffman and Houston (1993) gave subjects different goals and asked them to select between alternative electric guitars in a stimulus-based choice situation. They found that a greater proportion of the information searched for and recalled was goal related
_ Previous research has also found that higher knowledge consumers (HKCs) are more selective in what information they examine prior to making a choice (e.g., Brucks 1985).
_ In addition, consumer researchers have assumed that consumers organize brand knowledge hierarchically with brands linked to the appropriate subcategories, which are, in turn, linked to the product category (e.g., Hutchinson et al. 1994; Nedungadi 1990).
Huffman Brucks Nedungadi
2-2- Memory organization:
We use a spreading activation network model of memory (Anderson 1983) to understand the organization and integration of brand information.
In this model:
Nodes 뫥 concepts
Links that connect the nodes 뫥 the type and the strength of the
association between the concepts.
Retrieval of the concept will occur when the activation of a note surpasses the threshold level.
3- Knowledge level differences:
3-1- A usage situation at encoding:
HKCs are able to easily process new information about brands appropriate for other USs, they categorize and store information about new brands hierarchically into subcategories regardless of the USE.
And
Lower knowledge consumers (LKCs), have little generalized product category knowledge, organize information about new brands in nonhierarchical structures by linking all the brands to the product category node.

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