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

Détails

ID Serval
serval:BIB_12DEAC493CD1
Type
Article: article d'un périodique ou d'un magazine.
Collection
Publications
Titre
Category Activation Model: A Spreading Activation Network Model of Subcategory Positioning when Categorization Uncertainty is High plus online appendices A and B
Périodique
Journal of Consumer Research
Auteur⸱e⸱s
Lajos J., Katona Z., Chattopadhyay A., Sarvary M.
ISSN
0093-5301
Statut éditorial
Publié
Date de publication
06/2009
Peer-reviewed
Oui
Volume
36
Numéro
1
Pages
122-136
Langue
anglais
Résumé
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.
Mots-clé
categorization, experimental design and analysis (ANOVA), mathematical models
Création de la notice
09/11/2012 14:04
Dernière modification de la notice
20/08/2019 12:41
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