Cjpm. Debont et Jpl. Schoormans, THE EFFECTS OF PRODUCT EXPERTISE ON CONSUMER EVALUATIONS OF NEW-PRODUCT CONCEPTS, Journal of economic psychology, 16(4), 1995, pp. 599-615
.This article examines some of the effects of product expertise on con
sumer evaluations of new-product concepts. Consumers with expertise re
garding a particular product are expected to be capable of extensive p
rocessing of the information on new concepts of that product. Consumer
s with much product expertise appear to supply more articulated evalua
tions that are more internally consistent and stable over time than co
nsumers with little product expertise. It is suggested that only those
consumers who at least have a moderate level of product expertise sho
uld be invited to new-product concept tests.