THE EFFECTS OF PRODUCT EXPERTISE ON CONSUMER EVALUATIONS OF NEW-PRODUCT CONCEPTS

.This article examines some of the effects of product expertise on consumer evaluations of new-product concepts. Consumers with expertise regarding a particular product are expected to be capable of extensive processing of the information on new concepts of that product. Consumers with much product expertise appear to supply more articulated evaluations that are more internally consistent and stable over time than consumers with little product expertise. It is suggested that only those consumers who at least have a moderate level of product expertise should be invited to new-product concept tests.