The Effects of Consumers’ Subjective Knowledge on Evaluative Extremity and Product Differentiation
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.
KeywordsPosit Alba Lessig
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