Consumer Learning and Expertise

Overview.- The "Perfect World" Perspective: Cognitive Structure; Memory; Elaboration; Analytic Processing; Knowledge Calibration; Cognitive Effort, Automaticity, and Skilled Behavior.- Theory: Models of Learning; Models of Expertise; Epistemology.- Method: Measuring Expertise as an Individual Difference; Experimental Paradigms; Quantitative Modeling.- Applications: Information Search; Price Knowledge; Pioneering Advantages; Diffusion of Innovations; Country-of-Origin Effects; Marketing Communications; Context Effects.- Conclusions.