Consumers’ Categorization Processes: An Examination with Two Alternative Methodological Paradigms

Journal article

Discriminating between analytic and nonanalytic categorization mechanisms can be of value in designing marketing stimuli that facilitate consumers' acceptance of a product/brand. Two methodological paradigms were employed, the first involving the outcome of categorization judgments made by consumers for unfamiliar products/brands. The second, based on the retrieval of exemplars acquired during category learning and verification of their match with the target, was subjected to its first empiri...

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Authors: Basu, K

• Publication date: 1993-01-01