Category Theory and Confusion

As a result of a serendipitous research finding, the paper discusses the role of categories in relation to consumer behaviour, arguing that category influences have been sidelined in research and theory. The paper therefore calls for a revival of interest in category theory in relation to consumer behaviour.



Citation:

Mark Avis and Robert Aitken (2012) ,"Category Theory and Confusion", in AP - Asia-Pacific Advances in Consumer Research Volume 10, eds. , , and , Duluth, MN : Association for Consumer Research, Pages: 260-268.

Authors

Mark Avis, University of Otago, New Zealand
Robert Aitken, University of Otago, New Zealand



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 10 | 2012



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