What is the definition of procedural knowledge in consumer behavior?

The definition of procedural knowledge in consumer behavior refers to consumers' cognitive representations of how to perform specific behaviors. This involves understanding the steps or processes required to achieve a goal, such as using a product, navigating a service, or making a purchasing decision. Procedural knowledge is more about knowing 'how' to do something rather than knowing facts about it.

In the context of consumer behavior, this knowledge can influence the way consumers approach tasks related to buying and using products, ultimately affecting their decision-making processes and efficiency. For instance, when consumers are familiar with the steps necessary to make a purchase or use a product, they are likely to do so with greater ease and confidence.

The other options address different aspects of consumer knowledge but do not capture the essence of procedural knowledge. Associative networks relate to the connections between different pieces of information, while organized networks of declarative knowledge focus on factual information rather than actions. Evaluating product performance is related to understanding a product’s efficacy but does not pertain directly to the procedural aspect of how to engage with it effectively.