Subjective Knowledge, Search Locations, and Consumer Choice

Moorman, Christine; Diehl, Kristin; Brinberg, David; Kidwell, Blair

doi:10.2139/ssrn.478022

Cited by 125 publications

(205 citation statements)

References 35 publications

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“…According to Balabanis et al (2002), a greater level of direct contact with a country or its products lead to more objective consumer product perceptions. Moorman et al (2004) have shown how subjective knowledge exemplified by product familiarity can affect the quality of consumers' choices by having an influence on where consumers search for information. Cowley and Mitchell (2003) have found that the level of knowledge affects the usage of information; higher levels of knowledge about an object lead to a more efficient use of knowledge about that object.…”

Section: Country-of-origin Evaluationsmentioning

confidence: 99%

Antecedents, moderators and dimensions of country‐of‐origin evaluations

Ahmed

d’Astous

2008

International Marketing Review

176

125

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Purpose -The purpose of this paper is to provide an in-depth examination of country-of-origin (COO) perceptions of consumers in a multinational setting. It shows how explanatory factors like demographics, familiarity with a country's products, purchase behaviour and psychological variables jointly work to explain consumers' COO perceptions. Design/methodology/approach -This is a quantitative study using a drop-off and pick-up survey among three samples of consumers in Canada, Morocco and Taiwan. The final sample size was comprised of 506 male consumers. The data were analyzed using factor analysis to group countries of origin and analyses of variance to relate COO perceptions to the explanatory variables. Findings -The familiarity with products made in a country was the strongest predictor of country perceptions, followed by nationality and the manufacturing process and product complexity dimensions of country evaluation. Canadians had the highest propensity to distinguish between countries of origin on the basis of product technological complexity and manufacturing dimensions and Moroccans the least. Taiwanese appeared to show animosity towards China. Research limitations/implications -The study used an only-male sample from a limited number of countries. Future research should seek to develop a multi-dimensional scale for the familiarity construct. They should also explore the concept of consumer capacity to distinguish between COOs. Cross-national studies using cognitive style scales should be carried out. A qualitative examination of Taiwanese's COO perceptions is also recommended. Practical implications -It seems important to increase consumers' familiarity with a COO and its products to improve its overall perception. Products made in Latin American countries have the lowest level of familiarity in general. Thus, increasing familiarity with their products is particularly important to achieve export success. Originality/value -This study contributes to the marketing and international business literatures and provides insights to international marketers by bringing valuable information that can help make decisions as to where to manufacture and how to promote global products. It provides guidance as to what types of nations are likely to require multi-dimensional information about countries of origin.

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Section: Country-of-origin Evaluationsmentioning

confidence: 99%

Antecedents, moderators and dimensions of country‐of‐origin evaluations

Ahmed

d’Astous

2008

International Marketing Review

176

125

View full text Add to dashboard Cite

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“…However, knowledge levels and understanding of environmental labels have been found to be 112 low, which could deter adoption of these labels when making food choices (Grunert, et (Moorman, et al, 2004). This leads to substantial 155 correlation between both types of knowledge (Brucks, 1985;Raju, et al, 1995), although this 156 was found to be stronger for products relative to non-products (e.g., financial or medical 157 services) and public relative to private goods (Carlson, et al, 2009 regard to carbon footprint information was shown to increase intentions to purchase products 165 with a lower carbon impact (Wikoff, Rainbolt, & Wakeland, 2012).…”

mentioning

confidence: 99%

How does consumer knowledge affect environmentally sustainable choices? Evidence from a cross-country latent class analysis of food labels

et al. 2016

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“…Past research suggests that subjective knowledge is highly correlated to objective knowledge (Carlson et al 2009;Kwon and Lee 2009;Moorman et al 2004). Subjective knowledge refers to the degree to which consumer perceive how much they know about the product (Brucks 1985;Park et al, 1994).…”

Section: Methodsmentioning

confidence: 99%

“…Subjective knowledge refers to the degree to which consumer perceive how much they know about the product (Brucks 1985;Park et al, 1994). As consumer judgment and decision are largely affected by self-assessed knowledge (Carlson et al 2009;Kwon and Lee 2009;Moorman et al 2004), this study thus adopted subjective knowledge to evaluate product knowledge and measured the construct by using the items from Brucks (1985) and Park et al (1994). The three product knowledge items were: "I feel I am confident in using digital camera/leisure farm information compared to the average consumers", "I feel I am knowledgeable in using digital camera/leisure farm information compared to the average consumers", and "I feel I am confident about my ability to comprehend digital camera/leisure farm information".…”

Section: Methodsmentioning

confidence: 99%

Education, Educational Services and their Quality

Dulaimi¹

2016

JMM

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Rich information facilitates consumer buying judgment and decision-making, and therefore enhances marketing communication effectiveness. Drawing on the information richness theory, this study attempts to address how valence of electronic word-of-mouth (eWOM), product type and consumer knowledge will yield different levels of eWOM richness perception for experience goods versus search goods. The results based on a three-way experimental study with 156 valid responses suggest that negative eWOM has a stronger effect in producing eWOM information richness than does positive eWOM, and such effect is more pronounced for a leisure farm tour (experience goods) than for digital camera (search goods). The tendency that negative eWOM will provide richer information for the leisure farm tour is more evident for high-knowledge consumers than for low-knowledge consumers. The study's results caution against the aggravated harm of negative eWOM incurred from the dissatisfactory experience of a leisure farm tour. The managerial implications for the practitioners are provided.

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Subjective Knowledge, Search Locations, and Consumer Choice

Cited by 125 publications

References 35 publications

Antecedents, moderators and dimensions of country‐of‐origin evaluations

Antecedents, moderators and dimensions of country‐of‐origin evaluations

How does consumer knowledge affect environmentally sustainable choices? Evidence from a cross-country latent class analysis of food labels

Education, Educational Services and their Quality

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