The effects of the subjective-experiential knowledge gap on consumers' information search behavior and perceptions of consumption risk

This research examines how the Subjective-Experiential Knowledge Gap (SEKG) influences perceptions of consumption risk and the importance of external information search. Guided by information processing theories, we identify some determinants of SEKG and show that the perceived importance of external information search is significantly different across levels of SEKG. Motivated by this, we then investigate the moderating role of SEKG in relationships among consumption risk, its determinants, and the importance of external information search. Results show that individuals low and high on SEKG differ in what product characteristics they view as sources of consumption risk. Moreover, only in the high-SEKG group, increased consumption risk leads to an increased importance placed on external information search. This research expands our understanding of what determines SEKG and how this metacognitive construct affects perceptions of consumption risk and information search. Businesses and public policymakers can increase the receptiveness toward their communications by leveraging SEKG.

Automated summary

This research explores how the Subjective-Experiential Knowledge Gap (SEKG) influences perceptions of consumption risk and the importance of external information search. It shows that individuals with high SEKG prioritize external information search more when faced with increased consumption risk, compared to those with low SEKG. The study enhances understanding of what determines SEKG and its impact on perceptions of consumption risk and information search.