Category Activation Model: A Spreading Activation Network Model of Subcategory Positioning when Categorization Uncertainty is High plus online appendices A and B

Details

Serval ID
serval:BIB_12DEAC493CD1
Type
Article: article from journal or magazin.
Collection
Publications
Title
Category Activation Model: A Spreading Activation Network Model of Subcategory Positioning when Categorization Uncertainty is High plus online appendices A and B
Journal
Journal of Consumer Research
Author(s)
Lajos J., Katona Z., Chattopadhyay A., Sarvary M.
ISSN
0093-5301
Publication state
Published
Issued date
06/2009
Peer-reviewed
Oui
Volume
36
Number
1
Pages
122-136
Language
english
Abstract
We develop a spreading activation model, which we call the category activation model, to predict where within a category structure consumers are likely to position a subcategory that they have created to accommodate a new hybrid product. Based on this model, we hypothesize that the probability that an individual will position a new category subordinate to a particular category i is proportional to the relative number of categories that are already subordinate to i. We report the results of two studies that support this hypothesis and provide evidence that accessibility is an underlying mechanism.
Keywords
categorization, experimental design and analysis (ANOVA), mathematical models
Create date
09/11/2012 14:04
Last modification date
20/08/2019 12:41
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