Previous research provides evidence for a conceptual distinction between self-assessed and objective knowledge, and relatively little is known about the relationship between knowledge and information search. The current research provides empirical evidence for differentiating the two knowledge types. Furthermore, it suggests that the relative effects of the two types of knowledge on pre-purchase information search depend on the type of information source. | The impact of knowledge types on the consumer search process An investigati. Anna S Mattila Jochen Wirtz International Journal of Service Industry Management 2002 13 3 4 ABI INFORM Global pg. 214 The current issue and full text archive of this journal is available at http IJSIM 13 3 214 International Journal oi Service Industry Management Vol. 13 No. 3 2002 pp. 214-230. c MCB UP Limited 0956-4233 DOI 09564230210431947 The impact of knowledge types on the consumer search process An investigation in the context of credence services Anna S. Mattila School of Hotel Restaurant and Recreation Management The Pennsylvania State University University Park Pennsylvania USA and Jochen Wirtz Department of Marketing NUS Business School National University of Singapore Singapore Keywords Service systems Product information Information Abstract Previous research provides evidence for a conceptual distinction between self-assessed and objective knowledge and relatively little is known about the relationship between knowledge and information search. The current research provides empirical evidence for differentiating the two knowledge types. Furthermore it suggests that the relative effects of the two types of knowledge on pre-purchase information search depend on the type of information source. Consistent with prior research this study shows that self-assessed knowledge is strongly linked to the consumer s use of personal sources of information including internal memory searches and word-of-mouth communication. Conversely objective knowledge seems to have a positive impact on the consumer s motivation to seek external information . newspaper articles mass media sources about the service provider. Managerial implications for professional service providers are discussed Introduction Consumers vary in their knowledge about products and brands depending on their personal experiences. For example an individual might be highly .
