Consumer Categorization and Evaluation of Ambiguous Products

Priyali Rajagopal, Southern Methodist University
Robert E. Burnkrant, Ohio State University
EXTENDED ABSTRACT - Many new products that are launched in today’s marketplace are ambiguous with respect to the product categories that they belong to and possess features of multiple categories (Moreau, Markman and Lehmann, 2001; Business Week, 2002). From a consumer perspective, ambiguous products provide consumers with a choice in terms of the category in which they can place these products. The selection of a product category is very important since categorization impacts the expectations that consumers will hold about the product and these expectations in turn will determine how the product is evaluated.
[ to cite ]:
Priyali Rajagopal and Robert E. Burnkrant (2005) ,"Consumer Categorization and Evaluation of Ambiguous Products", in NA - Advances in Consumer Research Volume 32, eds. Geeta Menon and Akshay R. Rao, Duluth, MN : Association for Consumer Research, Pages: 362-362.