The evolution of consumer knowledge and sources of information: Hungary in transition

Robin A. Coulter, Linda L Price, Lawrence Feick, Camelia Micu

Research output: Contribution to journalArticle

28 Citations (Scopus)

Abstract

The authors' research in Hungary during the period of transition to a market economy provides an opportunity to examine the evolving relationships between consumer product knowledge and its antecedents, including advertising, personal search, interpersonal sources, and brand experience. Their findings, based on survey data collected in Budapest in 1992 and 1998, indicate that the market information variables explain more variance in consumer knowledge later rather than earlier in the transition. Advertising is an important predictor of consumer knowledge later but not earlier in the transition, personal search is important at both times, and interpersonal sources are not important in either time period; brand experience is negatively related to knowledge earlier in the transition and positively related later in the transition. This study allows one to begin to understand the boundary conditions associated with studies conducted in developed economies. Managerial implications for firms investing in transitional economies are presented.

Original languageEnglish (US)
Pages (from-to)604-619
Number of pages16
JournalJournal of the Academy of Marketing Science
Volume33
Issue number4
DOIs
StatePublished - Sep 2005

Fingerprint

Hungary
Consumer knowledge
Sources of information
Brand experience
Survey data
Market information
Market economy
Investing
Product knowledge
Predictors
Boundary conditions
Transitional economies
Consumer products

Keywords

  • Advertising
  • Hungary
  • Information search
  • Product knowledge
  • Transitional economies

ASJC Scopus subject areas

  • Business and International Management
  • Economics and Econometrics
  • Marketing

Cite this

The evolution of consumer knowledge and sources of information : Hungary in transition. / Coulter, Robin A.; Price, Linda L; Feick, Lawrence; Micu, Camelia.

In: Journal of the Academy of Marketing Science, Vol. 33, No. 4, 09.2005, p. 604-619.

Research output: Contribution to journalArticle

Coulter, Robin A. ; Price, Linda L ; Feick, Lawrence ; Micu, Camelia. / The evolution of consumer knowledge and sources of information : Hungary in transition. In: Journal of the Academy of Marketing Science. 2005 ; Vol. 33, No. 4. pp. 604-619.
@article{325c5e8e34db4d6b826469994a844058,
title = "The evolution of consumer knowledge and sources of information: Hungary in transition",
abstract = "The authors' research in Hungary during the period of transition to a market economy provides an opportunity to examine the evolving relationships between consumer product knowledge and its antecedents, including advertising, personal search, interpersonal sources, and brand experience. Their findings, based on survey data collected in Budapest in 1992 and 1998, indicate that the market information variables explain more variance in consumer knowledge later rather than earlier in the transition. Advertising is an important predictor of consumer knowledge later but not earlier in the transition, personal search is important at both times, and interpersonal sources are not important in either time period; brand experience is negatively related to knowledge earlier in the transition and positively related later in the transition. This study allows one to begin to understand the boundary conditions associated with studies conducted in developed economies. Managerial implications for firms investing in transitional economies are presented.",
keywords = "Advertising, Hungary, Information search, Product knowledge, Transitional economies",
author = "Coulter, {Robin A.} and Price, {Linda L} and Lawrence Feick and Camelia Micu",
year = "2005",
month = "9",
doi = "10.1177/0092070305278512",
language = "English (US)",
volume = "33",
pages = "604--619",
journal = "Journal of the Academy of Marketing Science",
issn = "0092-0703",
publisher = "Springer New York",
number = "4",

}

TY - JOUR

T1 - The evolution of consumer knowledge and sources of information

T2 - Hungary in transition

AU - Coulter, Robin A.

AU - Price, Linda L

AU - Feick, Lawrence

AU - Micu, Camelia

PY - 2005/9

Y1 - 2005/9

N2 - The authors' research in Hungary during the period of transition to a market economy provides an opportunity to examine the evolving relationships between consumer product knowledge and its antecedents, including advertising, personal search, interpersonal sources, and brand experience. Their findings, based on survey data collected in Budapest in 1992 and 1998, indicate that the market information variables explain more variance in consumer knowledge later rather than earlier in the transition. Advertising is an important predictor of consumer knowledge later but not earlier in the transition, personal search is important at both times, and interpersonal sources are not important in either time period; brand experience is negatively related to knowledge earlier in the transition and positively related later in the transition. This study allows one to begin to understand the boundary conditions associated with studies conducted in developed economies. Managerial implications for firms investing in transitional economies are presented.

AB - The authors' research in Hungary during the period of transition to a market economy provides an opportunity to examine the evolving relationships between consumer product knowledge and its antecedents, including advertising, personal search, interpersonal sources, and brand experience. Their findings, based on survey data collected in Budapest in 1992 and 1998, indicate that the market information variables explain more variance in consumer knowledge later rather than earlier in the transition. Advertising is an important predictor of consumer knowledge later but not earlier in the transition, personal search is important at both times, and interpersonal sources are not important in either time period; brand experience is negatively related to knowledge earlier in the transition and positively related later in the transition. This study allows one to begin to understand the boundary conditions associated with studies conducted in developed economies. Managerial implications for firms investing in transitional economies are presented.

KW - Advertising

KW - Hungary

KW - Information search

KW - Product knowledge

KW - Transitional economies

UR - http://www.scopus.com/inward/record.url?scp=28644436507&partnerID=8YFLogxK

UR - http://www.scopus.com/inward/citedby.url?scp=28644436507&partnerID=8YFLogxK

U2 - 10.1177/0092070305278512

DO - 10.1177/0092070305278512

M3 - Article

AN - SCOPUS:28644436507

VL - 33

SP - 604

EP - 619

JO - Journal of the Academy of Marketing Science

JF - Journal of the Academy of Marketing Science

SN - 0092-0703

IS - 4

ER -