When thinking you’re good makes you dumber: An investigation of consumers’ earned dogmatism
研究发现，消费者在某个领域积累知识后会产生习得性教条主义，即主观知识越多越封闭，尤其是那些客观知识少但自认为很懂的人最封闭，且这类人还会向他人传播过时或误导信息，对品牌造成负面影响。
While dogmatism has been regarded as a personality trait in consumer research, this study delves into earned dogmatism, specifically dogmatism acquired by consumers through the accumulation of knowledge on a particular subject, leading to closed-minded cognition. Through a series of experiments, we demonstrate that subjective knowledge correlates with closed-mindedness. The data also indicate that objective knowledge moderates the relationship between subjective knowledge and closed-minded cognition, such that individuals exhibiting the highest degree of closed-mindedness are those with a significant miscalibration of their knowledge, characterized by low objective knowledge and high subjective knowledge. Finally, our findings underscore the paradox in which dogmatic individuals engage in word-of-mouth about a subject despite their closed-mindedness toward it. While previous research has demonstrated that consumer knowledge can have negative consequences for individuals, we suggest that these detrimental effects may also extend to the brands themselves, potentially leading to the dissemination of outdated or misleading information.