Table 4. Problems and research agenda in... | Emerald Publishing

Table 4.

Problems and research agenda in consumer knowledge

Problems	Future research lines
Problem 1. Misconception that knowledge is not operational. Measurement problems	Suggestion 1. Establish a model or protocol to develop scales that measure real (objective) knowledge in an operational and useful way, with key items and dimensions related to decision-making and purchasing processes
Problem 2. Quantitative conception of knowledge, focues on the how much and not the what	Suggestion 2. Develop models or procedures to study and determine what consumers need to know to influence their behaviours in desired directions
Problem 3. Narrow conception of knowledge is limited to certain information stored in the mind	Suggestion 3. Analyse what specific information, both accurate and not, affects behaviours Suggestion 4. Analyse what specific information generates inferences and associations on the part of the consumer, and how they affect behaviours
Problem 4. One-dimensional conception of what knowledge really is	Suggestion 5. Analyse the content of items and develop indicators to examine other dimensions of knowledge and its relationship to variables of consumer behaviour

Problems	Future research lines
Problem 1. Misconception that knowledge is not operational. Measurement problems	Suggestion 1. Establish a model or protocol to develop scales that measure real (objective) knowledge in an operational and useful way, with key items and dimensions related to decision-making and purchasing processes
Problem 2. Quantitative conception of knowledge, focues on the how much and not the what	Suggestion 2. Develop models or procedures to study and determine what consumers need to know to influence their behaviours in desired directions
Problem 3. Narrow conception of knowledge is limited to certain information stored in the mind	Suggestion 3. Analyse what specific information, both accurate and not, affects behavioursSuggestion 4. Analyse what specific information generates inferences and associations on the part of the consumer, and how they affect behaviours
Problem 4. One-dimensional conception of what knowledge really is	Suggestion 5. Analyse the content of items and develop indicators to examine other dimensions of knowledge and its relationship to variables of consumer behaviour