How concept knowledge affects concept evaluation

Conventional concept testing methodologies are based on the simple assumption that respondents understand the concept when they offer their evaluation of it. Obviously it's an assumption that often will not hold. What happens to the quality of the evaluation at different levels of concept knowledge is the issue addressed in this article by Eric Reidenbach and Sharon Grimes. Their research shows that the level of concept knowledge affects certain elements of the evaluation more than others, and that the evaluation is moderated by the type of innovation and the way it is presented.

[1]  B. Sternthal,et al.  Consumer Behavior: An Information Processing Perspective , 1982 .

[2]  G. Haines,et al.  The Theory of Buyer Behavior. , 1970 .

[3]  Edward M. Tauber.  Why Concept and Product Tests Fail to Predict New Product Results , 1975 .

[4]  Richard M. Johnson.  Market Segmentation: A Strategic Management Tool , 1971 .

[5]  P. Wilton,et al.  Forecasting the Ultimate Acceptance of an Innovation: The Effects of Information , 1981 .

[6]  Murphy A. Sewall.  Relative Information Contributions of Consumer Purchase Intentions and Management Judgment as Explanators of Sales , 1981 .

[7]  Ralph L. Day.  Preference Tests and the Management of Product Features , 1968 .

[8]  Robert N. Reitter.  Product Testing in Segmented Markets , 1969 .

[9]  G. Glass,et al.  Statistical methods in education and psychology , 1970 .

[10]  Edward M. Tauber,et al.  Forecasting Sales Prior to Test Market , 1977 .

[11]  L. Cronbach.  Beyond the Two Disciplines of Scientific Psychology. , 1975 .

[12]  J. P. Peter.  Reliability: A Review of Psychometric Basics and Recent Marketing Practices , 1979 .

[13]  A. A. Mitchell,et al.  The Dimensions of Advertising Involvement , 1981 .

[14]  Jerry C. Olson,et al.  Are Product Attribute Beliefs the Only Mediator of Advertising Effects on Brand Attitude? , 1981 .

[15]  Allan D. Shocker,et al.  Multiattribute Approaches for Product Concept Evaluation and Generation: A Critical Review , 1979 .

[16]  Edward M. Tauber,et al.  Reduce New Product Failures: Measure Needs as well as Purchase Interest , 1973 .

[17]  Irving Crespi.  The Application of Survey Research Methods to “Model Line” Decisions , 1964 .

[18]  Richard Staelin,et al.  The Information Processing of Pictures in Print Advertisements , 1983 .

[19]  Peter L. Wright,et al.  The Self-Confidence–Advertising Response Relationship: A Function of Situational Distraction , 1973 .

[20]  Joseph W. Alba,et al.  The Effects of Product Knowledge on the Comprehension, Retention, and Evaluation of Product Information , 1983 .

[21]  Paul E. Green,et al.  On the Analysis of Interactions in Marketing Research Data , 1973 .

[22]  William R. Swinyard,et al.  Promotional Effects on a High- Versus Low-Involvement Electorate , 1978 .

[23]  Charles S. Mayer,et al.  Consideration of context differences in product evaluation and market segmentation , 1975 .

[24]  T. K. Srull.  The Role of Prior Knowledge in the Acquisition, Retention, and Use of New Information , 1983 .

[25]  Gabriel J. Biehal,et al.  Information-Presentation Format and Learning Goals as Determinants of Consumers' Memory Retrieval and Choice Processes , 1982 .

[26]  Dik Warren Twedt.  How to Plan New Products, Improve Old Ones, and Create Better Advertising , 1969 .

[27]  John R. Hauser,et al.  A Normative Methodology for Modeling Consumer Response to Innovation , 1977, Oper. Res..

[28]  M. Fishbein.  An Investigation of the Relationships between Beliefs about an Object and the Attitude toward that Object , 1963 .

[29]  James R. Bettman,et al.  Information Format and Choice Task Effects in Decision Making , 1979 .

[30]  H. E. Krugman.  THE MEASUREMENT OF ADVERTISING INVOLVEMENT , 1966 .

[31]  H. E. Krugman.  THE IMPACT OF TELEVISION ADVERTISING: LEARNING WITHOUT INVOLVEMENT , 1965 .

[32]  Gary A. Steiner,et al.  A Model for Predictive Measurements of Advertising Effectiveness , 1961 .

[33]  J. Jacoby,et al.  Patterns of Information Acquisition in New Product Purchases , 1974 .

[34]  M. Rothschild,et al.  Individual Differences in Voting Behavior: Further Investigations of Involvement , 1980 .

[35]  Henry J. Claycamp,et al.  Prediction of New Product Performance: An Analytical Approach , 1969 .

[36]  Yoram Wind,et al.  A New Procedure for Concept Evaluation , 1973 .

[37]  Joel N. Axelrod.  Reducing Advertising Failures by Concept Testing , 1964 .

[38]  T. S. Robertson,et al.  Innovative behavior and communication , 1972 .

[39]  Wayne D. Gray,et al.  Basic objects in natural categories , 1976, Cognitive Psychology.

[40]  H. Assael.  Consumer behavior and marketing action , 1981 .