This article presents the results of a meta-analysis of empirical findings associated with the relationship between objective knowledge (OK; i.e., accurate stored information that consumers possess) and subjective knowledge (SK; i.e., consumers' perceptions of their own knowledge). Results of...

Consumers often provide different evaluations of absolute and percentage descriptions of the same quantity. Prior research has attributed this to two factors: selection of distinct reference contexts and differential cognitive difficulty. However, in a preliminary study, we show that...