Experts Versus Novices: Selling To Different Types Of Consumers

Experts Versus Novices: Selling To Different Types Of Consumers
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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.

Paloma M. Vazquez
  • 22 december 2009

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.

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