Experts Versus Novices: Selling To Different Types Of Consumers
A new study in the Journal of Consumer Research finds that retailers can improve consumers' product learning and satisfaction by simply organizing their existing stock in different ways.
A new study in the Journal of Consumer Research finds that retailers can improve consumers’ product learning and satisfaction by simply organizing their existing stock in different ways. The study’s authors found that highly knowledgeable consumers liked being surprised by product formats, while novice consumers had an easier time with standard, familiar product groupings.
The authors explain,
Results may explain why expert cooks love the chaos of farmer’s markets, whereas novice cooks find them overwhelming. Or, for retail food stores, a gourmet grocery that caters to a more knowledgeable ‘foodie’ may build a happier, better-informed consumer base by presenting items in more novel and exotic formats (by season, optimal wine pairings, or country of origin, for example), whereas retailers at the edge of a college campus may help their novice college-age shoppers most by grouping items in the most traditional formats (all fruits together, all coffee together, all bread together, etc.).