Comparison of Experienced and Inexperienced Consumers’ Utilisation of Extrinsic Cues in Product Evaluation
This study compares experienced and inexperienced consumers’ patterns in cue utilisation in product evaluations in the arts market. Borrowing the notion of high- and low-scope cues introduced by the cue-diagnosticity framework, we differentiate between the two most readily discernible extrinsic cues...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
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Korean Marketing Association
2015-10-01
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| Series: | Asia Marketing Journal |
| Subjects: | |
| Online Access: | https://amj.kma.re.kr/journal/vol17/iss3/5/ |
| _version_ | 1811330031236939776 |
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| author | Yoonjeun Kim Kiwan Park Yaeri Kim Youngmok Chung |
| author_facet | Yoonjeun Kim Kiwan Park Yaeri Kim Youngmok Chung |
| author_sort | Yoonjeun Kim |
| collection | DOAJ |
| description | This study compares experienced and inexperienced consumers’ patterns in cue utilisation in product evaluations in the arts market. Borrowing the notion of high- and low-scope cues introduced by the cue-diagnosticity framework, we differentiate between the two most readily discernible extrinsic cues in the fine arts market – an art gallery’s brand reputation (a high-scope cue) and certificates of authenticity (a low-scope cue). These two cues are different in nature; the former is more abstract, intangible, and rich in content, so is more difficult to interpret than the latter. Given the differences in experienced and inexperienced consumers’ information processing styles, we hypothesise that experienced arts consumers form perceived credibility of and purchase intentions towards artworks based on high-scope cues, whereas inexperienced consumers do so based on low-scope cues. To test our hypothesis, we conducted a consumer intercept study at Korea’s two most representative art fairs. The survey participants were categorised into either experienced or inexperienced consumers based on their prior purchase experience, and their responses to a set of attribute combinations about two artworks created by the same artist were collected. The results indicate that experienced participants show higher purchase intentions when an art gallery’s reputation is very high, whereas inexperienced participants show higher purchase intentions when artworks are accompanied by certificates of authenticity. This congruency effect between prior experience and cue type is mediated by the perceived credibility of the artworks. The findings suggest a correspondence between a consumer’s prior experience and the types of extrinsic cues that are important in product evaluations. To the best of our knowledge, this study is the first attempt ever to investigate the role of prior experience in determining when to use high- or low-scope cues. It also provides a useful frame of reference to advise marketers on the effective sales approach based on a client’s prior purchase experience. |
| first_indexed | 2024-04-13T15:54:12Z |
| format | Article |
| id | doaj.art-7bb1b7e32190407da2f004b9ce619870 |
| institution | Directory Open Access Journal |
| issn | 1598-7868 2765-6500 |
| language | English |
| last_indexed | 2024-04-13T15:54:12Z |
| publishDate | 2015-10-01 |
| publisher | Korean Marketing Association |
| record_format | Article |
| series | Asia Marketing Journal |
| spelling | doaj.art-7bb1b7e32190407da2f004b9ce6198702022-12-22T02:40:45ZengKorean Marketing AssociationAsia Marketing Journal1598-78682765-65002015-10-0117310512710.15830/amj.2015.17.3.105Comparison of Experienced and Inexperienced Consumers’ Utilisation of Extrinsic Cues in Product EvaluationYoonjeun Kim0Kiwan Park1Yaeri Kim2Youngmok Chung3Interdisciplinary Program in Arts Management, Graduate School, Seoul National UniversityInterdisciplinary Program in Arts Management, Graduate School, Seoul National UniversityInterdisciplinary Program in Arts Management, Graduate School, Seoul National UniversityInterdisciplinary Program in Arts Management, Graduate School, Seoul National UniversityThis study compares experienced and inexperienced consumers’ patterns in cue utilisation in product evaluations in the arts market. Borrowing the notion of high- and low-scope cues introduced by the cue-diagnosticity framework, we differentiate between the two most readily discernible extrinsic cues in the fine arts market – an art gallery’s brand reputation (a high-scope cue) and certificates of authenticity (a low-scope cue). These two cues are different in nature; the former is more abstract, intangible, and rich in content, so is more difficult to interpret than the latter. Given the differences in experienced and inexperienced consumers’ information processing styles, we hypothesise that experienced arts consumers form perceived credibility of and purchase intentions towards artworks based on high-scope cues, whereas inexperienced consumers do so based on low-scope cues. To test our hypothesis, we conducted a consumer intercept study at Korea’s two most representative art fairs. The survey participants were categorised into either experienced or inexperienced consumers based on their prior purchase experience, and their responses to a set of attribute combinations about two artworks created by the same artist were collected. The results indicate that experienced participants show higher purchase intentions when an art gallery’s reputation is very high, whereas inexperienced participants show higher purchase intentions when artworks are accompanied by certificates of authenticity. This congruency effect between prior experience and cue type is mediated by the perceived credibility of the artworks. The findings suggest a correspondence between a consumer’s prior experience and the types of extrinsic cues that are important in product evaluations. To the best of our knowledge, this study is the first attempt ever to investigate the role of prior experience in determining when to use high- or low-scope cues. It also provides a useful frame of reference to advise marketers on the effective sales approach based on a client’s prior purchase experience.https://amj.kma.re.kr/journal/vol17/iss3/5/art gallery’s brand reputationcertificates of authenticitycue diagnosticityperceived credibilityprior purchase experiencepurchase intention |
| spellingShingle | Yoonjeun Kim Kiwan Park Yaeri Kim Youngmok Chung Comparison of Experienced and Inexperienced Consumers’ Utilisation of Extrinsic Cues in Product Evaluation Asia Marketing Journal art gallery’s brand reputation certificates of authenticity cue diagnosticity perceived credibility prior purchase experience purchase intention |
| title | Comparison of Experienced and Inexperienced Consumers’ Utilisation of Extrinsic Cues in Product Evaluation |
| title_full | Comparison of Experienced and Inexperienced Consumers’ Utilisation of Extrinsic Cues in Product Evaluation |
| title_fullStr | Comparison of Experienced and Inexperienced Consumers’ Utilisation of Extrinsic Cues in Product Evaluation |
| title_full_unstemmed | Comparison of Experienced and Inexperienced Consumers’ Utilisation of Extrinsic Cues in Product Evaluation |
| title_short | Comparison of Experienced and Inexperienced Consumers’ Utilisation of Extrinsic Cues in Product Evaluation |
| title_sort | comparison of experienced and inexperienced consumers utilisation of extrinsic cues in product evaluation |
| topic | art gallery’s brand reputation certificates of authenticity cue diagnosticity perceived credibility prior purchase experience purchase intention |
| url | https://amj.kma.re.kr/journal/vol17/iss3/5/ |
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