The Impact of Category Labels on Perceived Variety

Tamara Ansons, University of Michigan, USA
Aradhna Krishna, University of Michigan, USA
Norbert Schwarz, University of Michigan, USA
We examine how different category labels influence viewers’ perception of variety of a set by impacting visual imagery. Perception of variety increased when category labels sponsored the generation of mental imagery specifically related to the attributes of the set, but not when the labels merely increased imagery.
[ to cite ]:
Tamara Ansons, Aradhna Krishna, and Norbert Schwarz (2012) ,"The Impact of Category Labels on Perceived Variety", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1137-1137.