The Role of Consumer Knowledge in the Study of Consumer Behavior

Abstract

This article takes a look at one of the most significant and yet seemingly ignored topics in the field of consumer behavior-consumer knowledge. In order to aid the consumer behavior instructor, this concept is explored from the standpoint of how knowledge is interwoven with many commonly used terms and theories in consumer behavior. The synonymous use of knowledge with these other topics can be somewhat confusing to students and teachers alike. Having an understanding of this situation minimizes the difficulty of handling this topic in the classroom.