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The dilution effect: The influence of expertise and abstraction on consumer's judgements of products
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Orientador(es)
Resumo(s)
Social studies suggest that adding obviously irrelevant product information to
diagnostic information mitigates consumers’ judgments of products, a concept named
dilution effect. This study shows that expert consumers are not only less subject to the
dilution effect than novice consumers but it also suggests that experts are in fact
shielded against the effects of irrelevant information. In addition, this project was also
able to demonstrate that irrelevant information may be positive for brands to
communicate when the target is not an expert in the product category and the irrelevant
information is somewhat abstract and vague. As irrelevant information becomes more
concrete, consumers with low expertise will be subject to the dilution effect whereas
experts will remain unaffected.
Descrição
A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics
Palavras-chave
Dilution Expertise Abstract Concrete