Important difference in psychology between explicit and implicit knowledge. Explicit knowledge refers to the conscious beliefs about a person or object, which is often based on the experience of remembering the past. In contrast, tacit knowledge refers to cognitive associations in the consumer between two structures, which exist outside of his or her mind. While it is possible that the explicit and implicit knowledge match, an exciting opportunity for marketers is that often there is a discrepancy.; That is what the consumer thinks clearly can not be related to his or her actual behavior of "Hide
by Gerald Zaltman, Catherine Brown, Nancy Puccinelli, Fred Mast 9 pages. Publication Date: October 19, 2001. Prod. #: 502043-PDF-ENG
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