An Experimental Methodology to Assess the Influence of Prior Knowledge on Information Search

Merrie Brucks

Research output: Chapter in Book/Report/Conference proceedingChapter

Abstract

The traditional laboratory method to assess the influence of prior knowledge on information search uses information display boards to present product information to subjects. This approach, while widely used, has significant limitations for the study of knowledge effects because the presentation of product attributes in these boards contaminates prior knowledge and also because the task imposes a matrix structure on the brand choice problem. This paper describes a new methodology which gives subjects freedom to develop and impose their own structure on information search tasks. This methodology involves using a computer to more accurately simulate the shopping situation.

Original languageEnglish (US)
Title of host publicationDevelopments in Marketing Science
Subtitle of host publicationProceedings of the Academy of Marketing Science
PublisherSpringer Nature
Pages87-89
Number of pages3
DOIs
StatePublished - 2015

Publication series

NameDevelopments in Marketing Science: Proceedings of the Academy of Marketing Science
ISSN (Print)2363-6165
ISSN (Electronic)2363-6173

Keywords

  • Consumer Research
  • Information Search
  • Product Class
  • Sewing Machine
  • Transportation Time

ASJC Scopus subject areas

  • Marketing
  • Strategy and Management

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