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CONSUMERS’ SUBJECTIVE KNOWLEDGE INFLUENCES EVALUATIVE
EXTREMITY AND PRODUCT DIFFERENTIATION
by
Kachat Andrew Wong
________________________________________________________________________
A Dissertation Presented to the
FACULTY OF THE USC GRADUATE SCHOOL
UNIVERSITY OF SOUTHERN CALIFORNIA
In Partial Fulfillment of the
Requirements for the Degree
DOCTOR OF PHILOSOPHY
(BUSINESS ADMINISTRATION)
December 2010
Copyright 2010 Kachat Andrew Wong
Object Description
| Title | Consumers' subjective knowledge influences evaluative extremity and product differentiation |
| Author | Wong, Kachat Andrew |
| Author email | kacwong@usc.edu; kachat@gmail.com |
| Degree | Doctor of Philosophy |
| Document type | Dissertation |
| Degree program | Business Administration |
| School | Marshall School of Business |
| Date defended/completed | 2010-06-30 |
| Date submitted | 2010 |
| Restricted until | Restricted until 24 Aug. 2011. |
| Date published | 2011-08-24 |
| Advisor (committee chair) | Folkes, Valerie |
| Advisor (committee member) |
MacInnis, Deborah Park, C. Whan Hollingshead, Andrea |
| Abstract | The ability to differentiate among product alternatives is generally attributed to the actual product knowledge that consumers possess (Alba and Hutchinson 1987). My research proposes a subjective knowledge model as an alternative to account for when consumers give extreme evaluations and discriminate among products. Specifically, I propose that high subjective knowledge leads to the differential processing of valenced product information. Whereas people high in subjective knowledge process both positive and negative information, those who are low in subjective knowledge are less likely to seek out negative information. As a result, high subjective knowledge individuals are more likely to give extreme product evaluations and demonstrate greater differentiation than their low subjective knowledge counterparts. Five experiments demonstrate the predicted effects and boundary conditions. |
| Keyword | consumer knowledge; evaluative extremity; product differentiation; processing of valenced information; subjective knowledge |
| Language | English |
| Part of collection | University of Southern California dissertations and theses |
| Publisher (of the original version) | University of Southern California |
| Place of publication (of the original version) | Los Angeles, California |
| Publisher (of the digital version) | University of Southern California. Libraries |
| Provenance | Electronically uploaded by the author |
| Type | texts |
| Legacy record ID | usctheses-m3410 |
| Rights | Wong, Kachat Andrew |
| Repository name | Libraries, University of Southern California |
| Repository address | Los Angeles, California |
| Repository email | http://www.usc.edu/isd/libraries/services/ask_a_librarian/email/ |
| Filename | etd-Wong-4018 |
| Archival file | uscthesesreloadpub_Volume17/etd-Wong-4018.pdf |
Description
| Title | Page 1 |
| Full text | CONSUMERS’ SUBJECTIVE KNOWLEDGE INFLUENCES EVALUATIVE EXTREMITY AND PRODUCT DIFFERENTIATION by Kachat Andrew Wong ________________________________________________________________________ A Dissertation Presented to the FACULTY OF THE USC GRADUATE SCHOOL UNIVERSITY OF SOUTHERN CALIFORNIA In Partial Fulfillment of the Requirements for the Degree DOCTOR OF PHILOSOPHY (BUSINESS ADMINISTRATION) December 2010 Copyright 2010 Kachat Andrew Wong |
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