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The relationship between product involvement and product knowledge: Moderating roles of product type and product knowledge type

✍ Scribed by Chan-Wook Park; Byeong-Joon Moon

Publisher
John Wiley and Sons
Year
2003
Tongue
English
Weight
119 KB
Volume
20
Category
Article
ISSN
0742-6046

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✦ Synopsis

Abstract

To shed further light on the correlation between consumer product involvement and consumer product knowledge, the authors examined such correlation by treating product type and product knowledge type as moderating variables. The results show that the correlation between a consumer's product involvement and objective product knowledge is higher in a utilitarian product than in a hedonic product. On the contrary, the correlation between a consumer's product involvement and subjective product knowledge is higher in a hedonic product than in a utilitarian product. The implications of these results are discussed. Β© 2003 Wiley Periodicals, Inc.

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