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- 저자 : Lisa L. Scribner (검색결과 3 건)
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A Theoretical Investigation of Consumers’ Subjective Product Knowledge
윤성욱(Sung-Wook Yoon),Lisa L. Scribner, 서미옥(Mi-Ok Seo),양연조(Yeon-Jo Yang) 한국소비문화학회 2005 소비문화연구 Vol.8 No.2
소비자 제품지식은 소비자 행동분야의 중요한 연구주제가 되어왔다. 하지만 이 분야에 있어서 상이한 연구결과가 많이 존재하고 있으며, 그러한 차이는 무엇보다도 소비자 제품지식에 관한 측정에 기인한 것으로 보인다. 신뢰성과 타당성이 잘 검증된 척도가 제품에 관한 주관적 지식뿐만 아니라 객관적 지식의 측정을 위해 필요하지만, 본 연구의 주요 목적은 주관적 지식에 초점을 맞추었다. 제품지식에 관한 기존의 문헌연구와 각각의 연구에서 사용된 척도들을 검토하였으며, 이론에 근거한 다차원의 “주관적 지식” 척도의 개발을 제안하며 그에 대한 이론적이고 개념적인 측면을 제시하였다. Consumer product knowledge has proven to be a valued research topic due to its vast influences on consumer behavior. Discrepancies in findings beg for consistency in the measurement of knowledge. While consistent and reliable measures are needed for both subjective and objective knowledge, the focus of this research is subjective product knowledge. A review of the literature and respective measures is provided. The authors suggest conceptual aspects of product knowledge which should be considered for developing theory-driven multidimensional subjective knowledge scales.
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Selling the value: Perceptions of value from key stakeholders in university sales centers
Matthew M. Lastner,Lisa L. Scribner,Mark J. Pelletier 한국마케팅과학회 2023 마케팅과학연구 Vol.33 No.3
The presence and influence of university-based sales centers are growing at a substantial rate, with 61 universities having membership in the University Sales Center Alliance (USCA) as of 2021, up from 52 in 2020 and 8 in 2002. While the function and appeal of having an interface exist between sales students, sales faculty, and sales center partners are apparent, the value created by sales centers for these diverse stakeholders remains underexplored. The present research explores the value derived by these stakeholder groups by conducting and analyzing 41 depth interviews of students, university faculty and administration, and members of partnering firms who are currently involved with university-based sales centers. A 3 × 2 matrix of the perceived value derived from sales centers, consisting of other vs. self-oriented, intrinsic vs. extrinsic, and active vs. passive, is presented across these stakeholder groups. The results suggest that value stemming from university-based sales centers often differs between stakeholders, suggesting that sales center administrators should not assume that value derived from sales centers is static or universal across the stakeholder groups.
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Classification of Product Knowledge : A Conceptual Discussion
Yoon, Sung-Wook,Lisa L. Scribner 東亞大學校 經營大學 2004 經營硏究 Vol.- No.17
Subjective product knowledge is now a new construct, but in fact has been defined and measured in a plethora of ways. Existing subjective knowledge measures range from a single item (Peracchio and Tybout 1996) to multi-item scales (Flynn and Goldsmith 1999). Regardless of whether the instruments use single or multiple indicators, they simply measure consumers' overall subjective knowledge and treat the construct as unidimensional. As previously discussed, consumer product knowledge is a multidimensional construct (Alba and Hutchinson 1987; Biswas and Sherrell 1993). This multidimensionality should not be confined to measuring objective knowledge. In other words, it equally applies to subjective knowledge. Throughout this paper it was pointed out discrepancies in findings (e.g., relationship between knowledge and search) that are mainly due to the dearth of valid, multidimensional instruments. Unfortunately, such a scale does not exist. Therefore, future research should develop a scale that captures multidimensional aspects of consumer knowledge. Theory-driven, multidimensional subjective knowledge scales should prove useful to marketing practitioners as well. An essential in consumer-oriented markets is understanding the consumer. Part of understanding consumers is understanding how much they know. For instance, a marketer of a new, highly technological product can administer a multidimensional subjective project knowledge scale to learn about the perceived knowledge distribution of his target market. If it is discovered that the target market is largely comprised of novices, the marketer may want to educate the potential consumers in terms of the terminology associated with the product, the product's attributes, the purchasing procedures, and the different uses for the product. Promotional campaigns can be orientated accordingly. If educating the consumer is not of concern, then the marketer may want to place more emphasis on peripheral cues in advertising. A marketer may find him/herself in the situation where most of the target market for his/her product is high on the knowledge continuum. This marketer, for example, will experience more liberties in terms of terminology of message arguments.
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