In Or Out of Focus? Subcategories Trigger In-Group Heterogenity and Out-Group Homogenity Effects in Product Assortments
We investigate how the presence of a subcategory influences consumers’ variety perceptions of products in and outside that subcategory. Two experiments show that subcategories trigger in-group heterogeneity and out-group homogeneity: consumers focus on the subcategory of interest, such that perceived variety increases for this but decreases for the alternative subcategory.
Erica van Herpen and Anick Bosmans (2012) ,"In Or Out of Focus? Subcategories Trigger In-Group Heterogenity and Out-Group Homogenity Effects in Product Assortments", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 661-662.
Erica van Herpen, University of Wagening,The Netherlands
Anick Bosmans, Tilburg University, The Netherlands
NA - Advances in Consumer Research Volume 40 | 2012
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