Author Description

In The Role of Familiarity and Knowledge in Consumer Behavior, C. Whan Park explores how a consumer's previous experience and conceptual understanding shape the way they perceive, evaluate, and respond to marketing stimuli. This book presents foundational theories and empirical studies that examine how familiarity with a product, brand, or category reduces cognitive load and influences choice behavior. Park delves into the subtle differences between subjective familiarity and objective product knowledge, showing how each affects recall, judgment, and purchase decisions. The book provides insights into how marketing strategies can leverage familiarity to boost trust, reduce perceived risk, and enhance persuasion. Ideal for researchers, students, and marketers, this book is a vital resource for understanding the cognitive shortcuts consumers use in high- and low-involvement decisions. As part of the Legend in Consumer Behavior series, it highlights C. Whan Park's lasting impact on marketing scholarship and sheds light on the essential role of mental representations in consumer decision-making.