The Numbness of Expertise: Emotional Trajectories in the Development of Expertise

As consumers gain expertise, they become more effective and efficient operators. Yet, does becoming an expert carry costs? We trace emotional trajectories of 70,000 consumers across 3 million reviews, analyze the language of expert critics, and manipulate expertise in-the-lab. Across domains, as consumers gain expertise they become more emotionally numb.


Matthew D Rocklage, Derek Rucker, and Loran F Nordgren (2020) ,"The Numbness of Expertise: Emotional Trajectories in the Development of Expertise", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 981-986.


Matthew D Rocklage, University of Massachusetts, USA
Derek Rucker, Northwestern University, USA
Loran F Nordgren, Northwestern University, USA


NA - Advances in Consumer Research Volume 48 | 2020

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