How Do Consumers Categorize Websites?

Anjala Krishen, Virginia Tech, USA
Kent Nakamoto, Virginia Tech, USA
Pushkin Kachroo, Virginia Tech, USA
Similarity judgments have been used in many fields of research to serve as a cognitive categorization mechanism. This research presents the results of the perceptual mapping of stagnant (or mouse-free) images of multiple websites from the consumer perspective. The goal of our research is not from a decision making perspective, but more from a consumer perception framework. We aim to disentangle the internet into multiple separable pieces or frames, gather information from consumers on those frames, and then elaborate on ways in which they are categorized and conceptualized.
[ to cite ]:
Anjala Krishen, Kent Nakamoto, and Pushkin Kachroo (2007) ,"How Do Consumers Categorize Websites?", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 445-450.