You Are Not As Smart As You Think You Are: Effects of Self-Perceived Knowledge on Consumer Information Processing and Decision Making

Ruomeng Wu, University of Cincinnati, USA
Brianna Escoe, University of Cincinnati, USA
Frank Kardes, University of Cincinnati, USA
Product knowledge is highly crucial to understand consumer information processing and decision-making. We propose that greater self-perceived knowledge increases consumers’ susceptibility to omission neglect, resulting in more attitude extremity and increased purchase likelihood. Implications of the results for understanding self-perceived knowledge and omission neglect are discussed.
[ to cite ]:
Ruomeng Wu, Brianna Escoe, and Frank Kardes (2017) ,"You Are Not As Smart As You Think You Are: Effects of Self-Perceived Knowledge on Consumer Information Processing and Decision Making", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 962-963.