Effects of Prior Knowledge and Experience and Phase of the Choice Process on Consumer Decision Processes: A Protocol Analysis

Effects of prior knowledge and experience and phase of the choice on decision processes were investigated using a protocol coding scheme. Consumers with moderate knowledge and experience did more processing of available information than did the high or low groups. More knowledgeable consumers tended to process by brand. Consumers tended to use attribute-based evaluations in early and brand-based evaluations in later phases of choice.