The Role of Familiarity and Knowledge in Consumer Behavior
C. Whan ParkPublishers
Broschiertes Buch

The Role of Familiarity and Knowledge in Consumer Behavior

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In The Role of Familiarity and Knowledge in Consumer Behavior, C. Whan Park explores how a consumer's previous experience and conceptual understanding shape the way they perceive, evaluate, and respond to marketing stimuli. This book presents foundational theories and empirical studies that examine how familiarity with a product, brand, or category reduces cognitive load and influences choice behavior. Park delves into the subtle differences between subjective familiarity and objective product knowledge, showing how each affects recall, judgment, and purchase decisions. The book provides insig...