The impact of familiarity on consumer decision biases and heuristics is examined. Subjects at three different familiarity levels revealed interesting differences in perceptual category breadth, usage of functional and nonfunctional product dimensions, decision time, and confidence.
Park, C. W., & Lessig, V. P. (1981). Familiarity and Its Impact on Consumer Decision Biases and Heuristics. Journal of Consumer Research, 8(2), 223. https://doi.org/10.1086/208859