Abstract
The study examines the influence of product and store knowledge on estimates of internal price standards for two categories of electronic products via protocol analysis. Consumers who have low levels of product knowledge are expected to utilized brand name information to a greater degree than are high knowledge consumers, who should have the capability of utilizing product attribute information. The results of the protocol analysis generally support these expectations and suggest that the definition of consumers' product knowledge be expanded to include store and local market knowledge as well.
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Sherrell, D.L., Biswas, A., Alford, B.L. (2015). The Influence of Prior Product and Store Knowledge on Consumer Reference Price Estimates. In: King, R. (eds) Proceedings of the 1991 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17049-7_3
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DOI: https://doi.org/10.1007/978-3-319-17049-7_3
Publisher Name: Springer, Cham
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