The effects of consumer expertise on evoked set size and service loyalty

@inproceedings{Wirtz2003TheEO,
  title={The effects of consumer expertise on evoked set size and service loyalty},
  author={Jochen Wirtz and Anna S. Mattila},
  year={2003}
}
There is a growing interest in understanding how consumer preferences and choices vary with experience in a product/service category. Previous research provides support for a conceptual distinction between self‐assessed or subjective knowledge and objective knowledge. Yet relatively little is known about the impact of these two knowledge types on consumers’ pre‐purchase choice and service loyalty behaviors. To bridge that gap, this study examined the relative influence of subjective and… CONTINUE READING