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The Evolution of Consumer Knowledge and Sources of Information: Hungary in Transition

University of Connecticut, robin.coulter{at}business.uconn.edu

Linda L. Price

University of Arizona, llprice{at}email.arizona.edu

Lawrence Feick

University of Pittsburgh, feick{at}katz.pitt.edu

Camelia Micu

University of Connecticut, camelia.micu{at}business.uconn.edu

The authors’ research in Hungary during the period of transition to a market economy provides an opportunity to examine the evolving relationships between consumer product knowledge and its antecedents, including advertising, personal search, interpersonal sources, and brand experience. Their findings, based on survey data collected in Budapest in 1992 and 1998, indicate that the market information variables explain more variance in consumer knowledge later rather than earlier in the transition. Advertising is an important predictor of consumer knowledge later but not earlier in the transition, personal search is important at both times, and interpersonal sources are not important in either time period; brand experience is negatively related to knowledge earlier in the transition and positively related later in the transition. This study allows one to begin to understand the boundary conditions associated with studies conducted in developed economies. Managerial implications for firms investing in transitional economies are presented.

Key Words: product knowledge • information search • advertising • transitional economies • Hungary

Journal of the Academy of Marketing Science, Vol. 33, No. 4, 604-619 (2005)
DOI: 10.1177/0092070305278512


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