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

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.