The Psychology of Category Design: the Impact of Goal-Derived Structures on Consumer Information Processing and Choice
Retailers try to manage large assortments by arranging their assortments in different types of categories. Our research investigates how different types of externally provided category structures (taxonomic or goal-based) impact the decision process. We provide process evidence that taxonomic groupings prompt consumers to create contrast effects among alternatives, while goal-based groupings cause consumers to engage in assimilative processes. As a result, participants selecting from goal-based groupings report higher similarity among specific options (local similarity) as well as the assortment as a whole and are less willing to pay higher prices compared to those choosing from taxonomic sets.
Cait Poynor and Kristin Diehl (2007) ,"The Psychology of Category Design: the Impact of Goal-Derived Structures on Consumer Information Processing and Choice", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 478-480.
Cait Poynor, University of South Carolina, U.S.A.
Kristin Diehl, University of Southern California, U.S.A.
NA - Advances in Consumer Research Volume 34 | 2007
Love is Blind: How Sensory Liking Impacts Perceptions of Unbranded Products
Jennifer L Stoner, University of North Dakota
Maria A Rodas, University of Minnesota, USA
L12. Should I Stay or Should I Go: When Our Companies Have Eyes for Other Consumers
Na Ri Yoon, Indiana University, USA
Jenny Olson, Indiana University, USA
Adam Duhachek, Indiana University, USA
Does It Pay to Be Virtuous? Examining Whether and Why Firms Benefit From Their CSR Initiatives
Dionne A Nickerson, Georgia Tech, USA
Michael Lowe, Georgia Tech, USA
Adithya Pattabhiramaiah, Georgia Tech, USA