The Role of Familiarity and Knowledge in Consumer Behavior

<p><span style=color: rgba(83 90 98 1); background-color: rgba(0 0 0 0)>In </span><em style=color: rgba(83 90 98 1); background-color: rgba(0 0 0 0)>The Role of Familiarity and Knowledge in Consumer Behavior</em><span style=color: rgba(83 90 98 1); background-color: rgba(0 0 0 0)> C. Whan Park explores how a consumer's previous experience and conceptual understanding shape the way they perceive evaluate and respond to marketing stimuli. This book presents foundational theories and empirical studies that examine how familiarity with a product brand or category reduces cognitive load and influences choice behavior.</span></p><p><span style=color: rgba(83 90 98 1); background-color: rgba(0 0 0 0)>Park delves into the subtle differences between subjective familiarity and objective product knowledge showing how each affects recall judgment and purchase decisions. The book provides insights into how marketing strategies can leverage familiarity to boost trust reduce perceived risk and enhance persuasion.</span></p><p><span style=color: rgba(83 90 98 1); background-color: rgba(0 0 0 0)>Ideal for researchers students and marketers this book is a vital resource for understanding the cognitive shortcuts consumers use in high- and low-involvement decisions. As part of the </span><em style=color: rgba(83 90 98 1); background-color: rgba(0 0 0 0)>Legend in Consumer Behavior</em><span style=color: rgba(83 90 98 1); background-color: rgba(0 0 0 0)> series it highlights C. Whan Park's lasting impact on marketing scholarship and sheds light on the essential role of mental representations in consumer decision-making.</span></p>