Blurring Similarities and Differences: the Role of Category Width on Salient Comparison Orientation

Selin Malkoc , Washington University, USA
Gulden Ulkumen, University of Southern California, USA
We show that prior exposure to broad categories increases sensitivity to salient comparison focus (similarities or differences), whereas exposure to narrow categories leads to consideration of both similarities and differences. Consequently, broad (but not narrow) categorizers’ conflict, confidence and evaluations are influenced by the salient cues.
[ to cite ]:
Selin Malkoc and Gulden Ulkumen (2012) ,"Blurring Similarities and Differences: the Role of Category Width on Salient Comparison Orientation", in NA - Advances in Consumer Research Volume 40, eds. Zeynep GĂĽrhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 266-270.