The Over-Categorization Effect: How the Number of Categorization Influences Shoppers’ Perceived Variety and Satisfaction

What is the real relationship between the number of categorization and consumers’ satisfaction on his/her final choice? Contrast to previous studies, the current research demonstrates that when consumers who are unfamiliar with the choice domain make their own choices in a constant assortment, the satisfaction on choice first increases and then decreases as the number of assortment categorization increases. This “over-categorization effect” is driven by greater choice cost (overload and regret) when choosers deal with greater perceived variety.



Citation:

Huan Yan, Ting-Jui Chou, Jack Chou, and Nengwei Huang (2011) ,"The Over-Categorization Effect: How the Number of Categorization Influences Shoppers’ Perceived Variety and Satisfaction", in AP - Asia-Pacific Advances in Consumer Research Volume 9, eds. Zhihong Yi, Jing Jian Xiao, and June Cotte and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 344-346.

Authors

Huan Yan, Renmin University of China
Ting-Jui Chou, Renmin University of China
Jack Chou, Golden Prosperity International Business Consulting
Nengwei Huang, Renmin University of China



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 9 | 2011



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