Featured Research

from universities, journals, and other organizations

Novice or expert: How do consumers increase their knowledge about products?

Date:
November 14, 2012
Source:
Journal of Consumer Research, Inc.
Summary:
Consumers seek out novel consumption experiences to increase their knowledge about products but do so selectively based on their level of expertise, according to a new study.

Consumers seek out novel consumption experiences to increase their knowledge about products but do so selectively based on their level of expertise, according to a new study in the Journal of Consumer Research.

"It has been said that experience is the best teacher. Perhaps the lessons learned through trying new experiences can help explain the reason consumers seek out novel experiences that do not necessarily offer the greatest satisfaction?" write authors Joshua J. Clarkson (University of Cincinnati), Chris Janiszewski (University of Florida), and Melissa D. Cinelli (University of Mississippi).

Consumers regularly try new foods and beverages -- even new leisure activities -- and while these novel consumption experiences are often satisfying, rarely are they as enjoyable as our favorites. In fact, we often choose novel experiences instead of a preferred option. For instance, we might choose a new flavor of ice cream instead of our favorite flavor. Why do we choose these novel experiences?

In a series of experiments, the authors found that consumers only seek out novel experiences that enhance their current level of expertise. For example, when consumers were presented with choices of different music samples, novices preferred to sample a few new songs from multiple genres while experts preferred to sample multiple new songs solely from their preferred genre.

Novices seek out novel consumption experiences that broaden their existing knowledge (atypical and diverse products such as a unique salad dressing or a type of beer they've never tasted before), while experts seek to deepen their existing knowledge (typical but different products such as a more robust Italian dressing or a beer implied to be novel within a specific category of beers).

"Consumers desire the knowledge acquired through novel experiences. However, this desire for consumption knowledge is selective for novices and experts and depends on whether the experience broadens or deepens their knowledge. Companies can emphasize these aspects of novel products to aid consumers in identifying the experiences they desire -- experiences they will choose even if it means forgoing their preferred experience," the authors conclude.


Story Source:

The above story is based on materials provided by Journal of Consumer Research, Inc.. Note: Materials may be edited for content and length.


Journal Reference:

  1. Joshua J. Clarkson, Chris Janiszewski, and Melissa D. Cinelli. The Desire for Consumption Knowledge. Journal of Consumer Research, April 2013 [link]

Cite This Page:

Journal of Consumer Research, Inc.. "Novice or expert: How do consumers increase their knowledge about products?." ScienceDaily. ScienceDaily, 14 November 2012. <www.sciencedaily.com/releases/2012/11/121114113314.htm>.
Journal of Consumer Research, Inc.. (2012, November 14). Novice or expert: How do consumers increase their knowledge about products?. ScienceDaily. Retrieved July 31, 2014 from www.sciencedaily.com/releases/2012/11/121114113314.htm
Journal of Consumer Research, Inc.. "Novice or expert: How do consumers increase their knowledge about products?." ScienceDaily. www.sciencedaily.com/releases/2012/11/121114113314.htm (accessed July 31, 2014).

Share This




More Mind & Brain News

Thursday, July 31, 2014

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

Dieting At A Young Age Might Lead To Harmful Health Habits

Dieting At A Young Age Might Lead To Harmful Health Habits

Newsy (July 30, 2014) Researchers say women who diet at a young age are at greater risk of developing harmful health habits, including eating disorders and alcohol abuse. Video provided by Newsy
Powered by NewsLook.com
It's Not Just Facebook: OKCupid Experiments With Users Too

It's Not Just Facebook: OKCupid Experiments With Users Too

Newsy (July 29, 2014) If you've been looking for love online, there's a chance somebody has been looking at how you're looking. Video provided by Newsy
Powered by NewsLook.com
How Your Face Can Leave A Good Or Bad First Impression

How Your Face Can Leave A Good Or Bad First Impression

Newsy (July 29, 2014) Researchers have found certain facial features can make us seem more attractive or trustworthy. Video provided by Newsy
Powered by NewsLook.com
Losing Sleep Leaves You Vulnerable To 'False Memories'

Losing Sleep Leaves You Vulnerable To 'False Memories'

Newsy (July 27, 2014) A new study shows sleep deprivation can make it harder for people to remember specific details of an event. Video provided by Newsy
Powered by NewsLook.com

Search ScienceDaily

Number of stories in archives: 140,361

Find with keyword(s):
Enter a keyword or phrase to search ScienceDaily for related topics and research stories.

Save/Print:
Share:

Breaking News:
from the past week

In Other News

... from NewsDaily.com

Science News

Health News

Environment News

Technology News



    Save/Print:
    Share:

    Free Subscriptions


    Get the latest science news with ScienceDaily's free email newsletters, updated daily and weekly. Or view hourly updated newsfeeds in your RSS reader:

    Get Social & Mobile


    Keep up to date with the latest news from ScienceDaily via social networks and mobile apps:

    Have Feedback?


    Tell us what you think of ScienceDaily -- we welcome both positive and negative comments. Have any problems using the site? Questions?
    Mobile: iPhone Android Web
    Follow: Facebook Twitter Google+
    Subscribe: RSS Feeds Email Newsletters
    Latest Headlines Health & Medicine Mind & Brain Space & Time Matter & Energy Computers & Math Plants & Animals Earth & Climate Fossils & Ruins