This paper examines the joint effect resulting from the interaction between product involvement and prior knowledge, and to analyze how this joint effect can make an impact on the consumers' utilization of different information sources in their decision-making processes. The findings in this paper discover that when consumers have little prior knowledge of the product the external information sources utilized by the consumers will show a dominant influence over the decision-making process in spite of the high/ low product involvement they have. Moreover, this paper also shows that different groups (high/low product involvement with high/low prior knowledge) of consumers' decision-making paths are drastically different.
Relation:
International journal of management 19(2), pp.315-322
