Knowledge Calibration and Consumer Interpretations of Ambiguous Advertisement Information: Implications for Education, Public Policy, and Marketing Strategy
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Authors
Mohr, Joel
Date
Type
thesis
Language
eng
Keyword
Knowledge Calibration , Consumer Education , Consumer Knowledge , Ambiguity , Misleading Advertising , Public Policy , Advertising Claims , Marketing
Alternative Title
Abstract
Consumers and marketers often assess their cognitive activities: they judge what, and how much they know, remember, learn, and comprehend. The accuracy of these metacognitive judgments is important because they monitor, and ultimately mediate one’s level of cognitive performance. In turn, these judgments also affect the quality of decisions and choices that are based on that information. I conceptualize this degree of metacognitive accuracy as the degree of knowledge calibration. Despite over three decades of research, the knowledge calibration marketing literature has yet to be synthesized into a conceptual framework. The first aim of this dissertation is to provide a systematic understanding of knowledge calibration theory in marketing. This integrative review begins by developing a comprehensive knowledge calibration definition, as well as a typology of methods for studying this concept. Building on this conceptual foundation, I then present a set of insights into knowledge calibration’s antecedents and consequences. Finally, I illuminate important research questions that remain unanswered. Drawing on this understanding of important calibration questions to answer, this dissertation turns to explicating the critical role that knowledge calibration plays in moderating how consumers respond to advertising claims that omit relevant product information. We know from prior work that these types of claims increase consumer perceptions of ambiguity regarding their meaning. Interestingly, advertising research finds that consumer attempts to interpret this ambiguity frequently persuade, and even mislead them into forming positive product beliefs. In seven experiments, I demonstrate that when consumers’ perceived and objective product knowledge are accurately calibrated, advertising claims which omit relevant information are less persuasive, and are perceived to be more misleading than claims which include that information. These effects occur because those who possess a calibrated knowledge negatively interpret what they do not know about products that are advertised with ambiguity-eliciting claims. By developing this framework, I contribute to knowledge calibration, consumer education, and advertising theory. This research also offers implications for education program design, public policy on advertising deception, how consumers cope with marketplace misinformation, and when marketers’ strategic omission of information from their persuasive communications will be met with backlash.
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Attribution-NonCommercial-NoDerivs 3.0 United States
ProQuest PhD and Master's Theses International Dissemination Agreement
Intellectual Property Guidelines at Queen's University
Copying and Preserving Your Thesis
This publication is made available by the authority of the copyright owner solely for the purpose of private study and research and may not be copied or reproduced except as permitted by the copyright laws without written authority from the copyright owner.
Attribution-NonCommercial-NoDerivs 3.0 United States