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Knowledge Calibration and Consumer Interpretations of Ambiguous Advertisement Information: Implications for Education, Public Policy, and Marketing Strategy.

Record Type:	Electronic resources : Monograph/item
Title/Author:	Knowledge Calibration and Consumer Interpretations of Ambiguous Advertisement Information: Implications for Education, Public Policy, and Marketing Strategy./
Author:	Mohr, Joel Alan.
Published:	Ann Arbor : ProQuest Dissertations & Theses, : 2022,
Description:	174 p.
Notes:	Source: Dissertations Abstracts International, Volume: 83-11, Section: A.
Contained By:	Dissertations Abstracts International83-11A.
Subject:	Metacognition. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=29101663
ISBN:	9798426889163

Knowledge Calibration and Consumer Interpretations of Ambiguous Advertisement Information: Implications for Education, Public Policy, and Marketing Strategy.
Mohr, Joel Alan.

Knowledge Calibration and Consumer Interpretations of Ambiguous Advertisement Information: Implications for Education, Public Policy, and Marketing Strategy. - Ann Arbor : ProQuest Dissertations & Theses, 2022 - 174 p.

Source: Dissertations Abstracts International, Volume: 83-11, Section: A.

Thesis (Ph.D.)--Queen's University (Canada), 2022.

This item must not be sold to any third party vendors.

Consumers and marketers often assess their cognitive activities: they judge what, and how much they know, remember, learn, and comprehend. The accuracy of these metacognitive judgments is important because they monitor, and ultimately mediate one's level of cognitive performance. In turn, these judgments also affect the quality of decisions and choices that are based on that information. I conceptualize this degree of metacognitive accuracy as the degree of knowledge calibration.Despite over three decades of research, the knowledge calibration marketing literature has yet to be synthesized into a conceptual framework. The first aim of this dissertation is to provide a systematic understanding of knowledge calibration theory in marketing. This integrative review begins by developing a comprehensive knowledge calibration definition, as well as a typology of methods for studying this concept. Building on this conceptual foundation, I then present a set of insights into knowledge calibration's antecedents and consequences. Finally, I illuminate important research questions that remain unanswered.Drawing on this understanding of important calibration questions to answer, this dissertation turns to explicating the critical role that knowledge calibration plays in moderating how consumers respond to advertising claims that omit relevant product information. We know from prior work that these types of claims increase consumer perceptions of ambiguity regarding their meaning. Interestingly, advertising research finds that consumer attempts to interpret this ambiguity frequently persuade, and even mislead them into forming positive product beliefs. In seven experiments, I demonstrate that when consumers' perceived and objective product knowledge are accurately calibrated, advertising claims which omit relevant information are less persuasive, and are perceived to be more misleading than claims which include that information.These effects occur because those who possess a calibrated knowledge negatively interpret what they do not know about products that are advertised with ambiguity-eliciting claims. By developing this framework, I contribute to knowledge calibration, consumer education, and advertising theory. This research also offers implications for education program design, public policy on advertising deception, how consumers cope with marketplace misinformation, and when marketers' strategic omission of information from their persuasive communications will be met with backlash.

ISBN: 9798426889163Subjects--Topical Terms:

521861
Metacognition.

Knowledge Calibration and Consumer Interpretations of Ambiguous Advertisement Information: Implications for Education, Public Policy, and Marketing Strategy.
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520 $a Consumers and marketers often assess their cognitive activities: they judge what, and how much they know, remember, learn, and comprehend. The accuracy of these metacognitive judgments is important because they monitor, and ultimately mediate one's level of cognitive performance. In turn, these judgments also affect the quality of decisions and choices that are based on that information. I conceptualize this degree of metacognitive accuracy as the degree of knowledge calibration.Despite over three decades of research, the knowledge calibration marketing literature has yet to be synthesized into a conceptual framework. The first aim of this dissertation is to provide a systematic understanding of knowledge calibration theory in marketing. This integrative review begins by developing a comprehensive knowledge calibration definition, as well as a typology of methods for studying this concept. Building on this conceptual foundation, I then present a set of insights into knowledge calibration's antecedents and consequences. Finally, I illuminate important research questions that remain unanswered.Drawing on this understanding of important calibration questions to answer, this dissertation turns to explicating the critical role that knowledge calibration plays in moderating how consumers respond to advertising claims that omit relevant product information. We know from prior work that these types of claims increase consumer perceptions of ambiguity regarding their meaning. Interestingly, advertising research finds that consumer attempts to interpret this ambiguity frequently persuade, and even mislead them into forming positive product beliefs. In seven experiments, I demonstrate that when consumers' perceived and objective product knowledge are accurately calibrated, advertising claims which omit relevant information are less persuasive, and are perceived to be more misleading than claims which include that information.These effects occur because those who possess a calibrated knowledge negatively interpret what they do not know about products that are advertised with ambiguity-eliciting claims. By developing this framework, I contribute to knowledge calibration, consumer education, and advertising theory. This research also offers implications for education program design, public policy on advertising deception, how consumers cope with marketplace misinformation, and when marketers' strategic omission of information from their persuasive communications will be met with backlash.
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