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Internal Influences: Knowledge

Knowledge is the sum of all information known by a person. It is the facts of the world as he/she knows it and the depth of knowledge is a function of the breadth of worldly experiences and the strength of an individual’s long-term memory. Obviously what exists as knowledge to an individual depends on how an individual’s perceptual filter makes sense of the information it is exposed to.

Marketing Implications:
Marketers may conduct research that will gauge consumers’ level of knowledge regarding their product. As we will see below, it is likely that other factors influencing consumer behavior are in large part shaped by what is known about a product. Thus, developing methods (e.g., incentives) to encourage consumers to accept more information (or correct information) may affect other influencing factors.

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3 Comments

  1. patrick B. ojobo makes this comment

    January 26, 2010

    Your website has really helped me in carrying out marketing research. Thanks

  2. haitham makes this comment

    September 08, 2009

    I would like to thank the founders of the website and the writer of these treasures because it has helped many students have a better understanding of consumer buying behavior and business buying behavior. It is the only place I have gotten the reliable information i have been searching for. THANK YOU VERY MUCH

  3. Mary Norris makes this comment

    July 21, 2009

    Your website helped me out so much with my Consumer Behavior Class. It had a wealth of information and helped me understand more fully, consumer behavior as it deals with external influences and external influences. I am a student at UOP and love your website.

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