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| Author: | Park, C-W. Moon, B-J. |
| Title: | The relationship between product involvement and product knowledge: moderating roles of product type and product knowledge type |
| Journal: | Psychology & Marketing
2003 : NOV, VOL. 20:11, p. 977-997 |
| Index terms: | Consumer behaviour Product attributes Product information Product involvement |
| Language: | eng |
| Abstract: | To have a better understanding of the correlation between consumer product involvement and consumer product knowledge, such correlation was examined by treating product type and product knowledge type as moderating variables. The results indicate that the correlation between a consumer's product involvement and objective product knowledge is higher in a utilitarian product than in a hedonic product. |
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