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.



Citation:

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.

Authors

Erica van Herpen, University of Wagening,The Netherlands
Anick Bosmans, Tilburg University, The Netherlands



Volume

NA - Advances in Consumer Research Volume 40 | 2012



Share Proceeding

Featured papers

See More

Featured

Doing Worse but Feeling Better: Consequences of Collective Choice

Nuno Jose Lopes, University of Navarra
Elena Reutskaja, IESE Business School

Read More

Featured

How Regional Diasporic Consumer Experiences Produce Transnational Imaginary

Mark Buschgens, RMIT University
Bernardo Figueiredo, RMIT University
Kaleel Rahman, RMIT University

Read More

Featured

Brand movement

Andrea Lucarelli, Lund University
Gregorio Fuschillo, Kedge Business School
Jon Bertilsson, Lund University

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.