Motivated Knowledge Acquisition: the Influence of Implicit-Theories on Consumer Preference For Experiential Breadth and Depth

Although expertise is often characterized as a function of knowledge quantity, not all knowledge is equal; indeed, there exists different types of knowledge (breadth vs. depth) with distinct benefits. Through the lens of implicit self-theories, this research details the underlying motivations that shift consumers’ preference for knowledge breadth or depth.



Citation:

Joshua J. Clarkson and Ashley Otto (2019) ,"Motivated Knowledge Acquisition: the Influence of Implicit-Theories on Consumer Preference For Experiential Breadth and Depth", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 519-520.

Authors

Joshua J. Clarkson, University of Cincinnati, USA
Ashley Otto, Baylor University, USA



Volume

NA - Advances in Consumer Research Volume 47 | 2019



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