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Product knowledge has been recognized as an important factor in the research on consumer decision making. It has also been acknowledged that there are different types of knowledge. In this article, we examine the impact of three types of knowledge-subjective knowledge, objective knowledge, and usage experience-on selected aspects of consumer decision making. Effects are examined within the context of an electronic shopping scenario in which subjects selected a VCR brand based on brand and attribute information that could be accessed through a personal computer. Results indicate that, consistent with real-world experience, the three types of knowledge are correlated with each other. However, their effects on attribute importances, information search, and perceived decision outcomes vary by level and type of knowledge. We discuss these effects and their implications for future research.Product knowledge, long recognized as a key concept in information-processing and decision-making research, has been examined in many research studies over the past several years (

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