Beware expert knowledge.

Marketers expect experts to have better knowledge of and more easily accept new products than novices and typically target them as potential early adopters. While this makes sense, experts (and people in general) also tend to generalise from what they know, and they may not know as much about something as they think they do. This seems particularly true for a new product, when some existing knowledge is made obsolete, which may influence their assessment of a new product.

Studies of prior knowledge (PK) have found there is a tendency towards overconfidence, a "feeling-of-knowing" and use of wrong inference rules. People with PK may in fact learn less because they are …