Consumer Knowledge Assessment

The results of studies reported in this article suggest that product-related experience has a greater influence on self-assessed knowledge judgments than does stored product class information and that this greater influence is due to greater accessibility in memory. In addition, stored product class information was found to be a more important determinant of objective than self-assessed knowledge, while product-related experience was a more important determinant of self-assessed than objective knowledge. We discuss implications of these results for the relationship between self-assessed and objective knowledge and for future research involving consumer knowledge constructs. Copyright 1994 by the University of Chicago.