Subjective Knowledge, Search Locations, and Consumer Choice
研究发现消费者的主观知识（即自认为知道多少）会通过改变搜索位置来影响选择质量，主观知识让人更倾向于待在和自己认知一致的环境里，从而影响最终决策。
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 with their subjective knowledge. As such, subjective knowledge influences choice by affecting search selectivity between environments rather than search within the environment. We suggest that the need for self-consistency drives this effect of subjective knowledge on search. Two lab experiments and one field study find support for the effect of subjective knowledge on nutrition search selectivity and choice as well as for the role of self-consistency.