Investigating the Effect on Utilitarian Product Knowledge and Hedonic Product Knowledge on Consumer Decision Making

Subject Areas : Futurology

K.  Heidarzadeh ¹ (نویسنده مسئول یا طرف مکاتبه)
M.  Norouzi ² (ندارد)

Received: 2008-09-29 Accepted : 2009-01-13 Published : 2010-12-22

Keywords: involvement, Product Objective Knowledge, Product Subjective Knowledge, Utilitarian Product, Hedonic Product,

Abstract :

One of the basic concepts that is considered in consumer behavior is the consumer informationprocess. It includes three factors: perception, involvement and memory.In this research, the relationship between involvement and product knowledge is considered which iskept in long-term memory with attention to moderator variable of the product type. The relationshipbetween involvement, objective knowledge, and subjective knowledge of utilitarian and hedonicproducts is considered. The results show that involvement represents and affects changes inknowledge, but this effect is different for various products and types of knowledge.