Abstract
- Consumer product knowledge has proven to be a valued research topic due to its vast influences on consumer behavior. Discrepancies in findings beg for consistency in the measurement of knowledge. While consistent and reliable measures are needed for both subjective and objective knowledge, the focus of this research is subjective product knowledge. A review of the literature and respective measures is provided. The authors suggest conceptual aspects of product knowledge which should be considered for developing theory-driven multidimensional subjective knowledge scales.