I Philosophical Orientations -- 1 Art Versus Science as Ways of Generating Knowledge About Materialism -- 2 Implications from the “Old” and the “New” Physics for Studying Buyer Behavior -- II Analytic Strategies -- 3 An Idiothetic Analysis of Behavioral Decision Making -- 4 Building...

This article demonstrates that subjective knowledge (i.e., perceived knowledge) can affect the quality of consumers' choices by altering where consumers search. We propose that subjective knowledge increases the likelihood that consumers will locate themselves proximate to stimuli consistent...