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<p>In 1987 we described the cognitive dimensions that compose consumer expertise and how experts and novices differ along those dimensions. The cognitive apparatus that underlies these dimensions is fixed within any practical timeframe, and therefore the dimensions endure. In contrast, the world to which our cognitive abilities are applied has changed spectacularly. We revisit consumer expertise with spotlights on advances in the domains of consumer expertise that have appeared in the literature since 1987, advances in other fields that inform consumer behavior, and changes in the environment that alter consumption habits. The latter emphasizes technological developments, which beg the question of whether technology will support or supplant consumer cognition. To no one’s surprise, we cannot divine a simple answer to this question. For marketing researchers, the territory is as wide open as ever and comes with a salutary shift in perspective toward the real world, especially with regards to consumer welfare.</p>

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Consumer expertise across technological frontiers: Consumer literacy, the internet, and artificial intelligence

  • 期刊论文

  • 发表日期：

    2026年7月9日

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  • Yanmei Zheng,
  • Joseph W Alba ,
  • J. Benjamin Hutchinson,
  • J. Wesley Hutchinson

摘要

In 1987 we described the cognitive dimensions that compose consumer expertise and how experts and novices differ along those dimensions. The cognitive apparatus that underlies these dimensions is fixed within any practical timeframe, and therefore the dimensions endure. In contrast, the world to which our cognitive abilities are applied has changed spectacularly. We revisit consumer expertise with spotlights on advances in the domains of consumer expertise that have appeared in the literature since 1987, advances in other fields that inform consumer behavior, and changes in the environment that alter consumption habits. The latter emphasizes technological developments, which beg the question of whether technology will support or supplant consumer cognition. To no one’s surprise, we cannot divine a simple answer to this question. For marketing researchers, the territory is as wide open as ever and comes with a salutary shift in perspective toward the real world, especially with regards to consumer welfare.