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The Effects of Consumers’ Subjective Knowledge on Evaluative Extremity and Product Differentiation

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Advances in Advertising Research (Vol. IV)

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Abstract

Evaluating and differentiating among product alternatives are fundamental to making an optimal choice (Hoegg and Alba, 2007). To identify the best option out of a choice set, consumers need to tell the differences among available alternatives, setting them apart to an extent that a favorite emerges (Brownstein, 2003; Svenson, 1992). In particular, brand choice often requires identification of the best quality option, or at least ruling out options that are poorer in quality than others.

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Author information

Authors and Affiliations

  1. Hong Kong Baptist University, Kowloon Tong, Hong Kong, China

    Andy Wong

Authors
  1. Andy Wong
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Correspondence to Andy Wong .

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Editors and Affiliations

  1. School of Economics, Stockholm, Sweden

    Sara Rosengren

  2. School of Economics, Stockholm, Sweden

    Micael Dahlén

  3. Depto. Financiacione, Universidad Autonoma de Madrid Fac. Ciencias Econ. y Empresariales, Madrid, Spain

    Shintaro Okazaki

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Wong, A. (2013). The Effects of Consumers’ Subjective Knowledge on Evaluative Extremity and Product Differentiation. In: Rosengren, S., Dahlén, M., Okazaki, S. (eds) Advances in Advertising Research (Vol. IV). EAA Series. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-02365-2_30

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