The Effects of Age and Expertise on Product Evaluations: Does the Type of Information Matter?

Abstract

T o better understand two large consumer segments, the boomers and the echo-boomers, we examine whether and why experts and novices from these two segments rely on attribute versus benefit information in product evaluations. In four studies, we show that expertise affects younger consumers, such that younger novices evaluate products more favorably when the descriptions feature benefit information, whereas younger experts evaluate products more favorably when the descriptions feature attribute information. However, both older novices and experts evaluate products described with benefit information more favorably than those described with attribute information. We further show that differences in the perceived diagnosticity of different types of information mediate the effects of expertise and age on product evaluations. We theorize that age differences in perceived diagnosticity occur because older and younger consumers spontaneously construe information in different ways. Therefore, age differences in the effect of expertise on evaluations should disappear when construal levels are controlled. Consistent with our hypotheses, we demonstrate that when primed to construe information at concrete levels, older consumers behave just like younger consumers-older experts formed more favorable evaluations toward products described with attribute information, but older novices formed more favorable evaluations toward products described with benefit information. When younger consumers are primed to construe information at abstract levels, they prefer products described with benefit information regardless of expertise, just like older consumers. We discuss the implications of our results for both researchers and practitioners.

The role of psychological distance in organizational responses to modern slavery risk in supply chains

“…We raise also the observation that managers' individual features (traits) can influence construal in certain circumstances, such as a managers' personal characteristics (age, or nationality) (Wiesenfeld et al, 2017). Limited research has explored the impact of managers' traits on construal and the effects of traits such as age or experience has been explored mainly in terms of consumer decision‐making (e.g., see Wang and Cole, 2016). While recent studies have sought to address the role of managerial expertise in construal level (e.g., see Mount et al, 2021), these found little influence from manager age, or their organizational tenure.…”

Using journey mapping to understand the patient experience with selecting a Medicare part D plan using a pharmacy consultation service

“… 35 In addition to the effects of cost-related messaging, trust may also be influenced by the level of detail and the amount of information presented to older populations. 32 , 33 , 34 , 35 , 36 Older individuals prefer benefit information (information about the general improvements they may experience as a result of a decision) compared to attribute information (specific information to inform a decision such as plan attributes and benefit design). 34 , 35 Based on the pharmacy service description, it appears that the information provided by staff emphasized specific plan attributes and cost-related information like premiums, copayments, deductibles, and medication costs.…”

Optimization of Consumer Satisfaction Towards Tourism Attractions through Text Mining

“…Reviewer expertise is the perceived diagnosticity of attributes and benefits and the process of conducting product information. Based on the theories from information systems and personality psychology, Wang & Cole investigated how the reviewer's expertise affects reviewer satisfaction and found that a leisure trip positively moderates the impact of reviewer expertise on satisfaction [15]. There are similarities between product satisfaction and consumer satisfaction.…”