The Effects of Consumer Prior Knowledge and Processing Strategies on Judgments

and Management, Hong Kong University of Science and Technology (e-mail: [email protected]). Brian Sternthal is Kraft Foods Chair Professor in Marketing, Kellogg School of Management, Northwestern University (e-mail: [email protected]). The authors thank the two anonymous JMR reviewers for their helpful comments. The authors also thank Northwestern University and Hong Kong University of Science and Technology for their support of this research. Chris Janiszewski served as associate editor for this article. JIEWEN HONG and BRIAN STERNTHAL*