The dilution effect: The influence of expertise and abstraction on consumer's judgements of products

Detalhes bibliográficos
Autor(a) principal: Manoel, Martim Ribeiro da Cunha
Data de Publicação: 2010
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10362/10324
Resumo: A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics
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spelling The dilution effect: The influence of expertise and abstraction on consumer's judgements of productsDilutionExpertiseAbstractConcreteA Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and EconomicsSocial studies suggest that adding obviously irrelevant product information to diagnostic information mitigates consumers’ judgments of products, a concept named dilution effect. This study shows that expert consumers are not only less subject to the dilution effect than novice consumers but it also suggests that experts are in fact shielded against the effects of irrelevant information. In addition, this project was also able to demonstrate that irrelevant information may be positive for brands to communicate when the target is not an expert in the product category and the irrelevant information is somewhat abstract and vague. As irrelevant information becomes more concrete, consumers with low expertise will be subject to the dilution effect whereas experts will remain unaffected.NSBE - UNLDe Wilde, ElsRUNManoel, Martim Ribeiro da Cunha2013-08-08T12:51:26Z2010-062010-06-01T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/10324enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-03-11T03:44:02Zoai:run.unl.pt:10362/10324Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:19:24.129091Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv The dilution effect: The influence of expertise and abstraction on consumer's judgements of products
title The dilution effect: The influence of expertise and abstraction on consumer's judgements of products
spellingShingle The dilution effect: The influence of expertise and abstraction on consumer's judgements of products
Manoel, Martim Ribeiro da Cunha
Dilution
Expertise
Abstract
Concrete
title_short The dilution effect: The influence of expertise and abstraction on consumer's judgements of products
title_full The dilution effect: The influence of expertise and abstraction on consumer's judgements of products
title_fullStr The dilution effect: The influence of expertise and abstraction on consumer's judgements of products
title_full_unstemmed The dilution effect: The influence of expertise and abstraction on consumer's judgements of products
title_sort The dilution effect: The influence of expertise and abstraction on consumer's judgements of products
author Manoel, Martim Ribeiro da Cunha
author_facet Manoel, Martim Ribeiro da Cunha
author_role author
dc.contributor.none.fl_str_mv De Wilde, Els
RUN
dc.contributor.author.fl_str_mv Manoel, Martim Ribeiro da Cunha
dc.subject.por.fl_str_mv Dilution
Expertise
Abstract
Concrete
topic Dilution
Expertise
Abstract
Concrete
description A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics
publishDate 2010
dc.date.none.fl_str_mv 2010-06
2010-06-01T00:00:00Z
2013-08-08T12:51:26Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
format masterThesis
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10362/10324
url http://hdl.handle.net/10362/10324
dc.language.iso.fl_str_mv eng
language eng
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv NSBE - UNL
publisher.none.fl_str_mv NSBE - UNL
dc.source.none.fl_str_mv reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron:RCAAP
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instacron_str RCAAP
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repository.mail.fl_str_mv
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