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...

The authors propose a new conceptual basis for predicting when and why consumers match others' consumption choices. Specifically, they distinguish between ordinal (“ranked”) versus nominal (“unranked”) attributes and propose that consumers are more likely to match others on ordinal than...