How Do Consumers Categorize Websites?

Similarity judgments have been used in many fields of research to serve as a cognitive categorization mechanism. This research presents the results of the perceptual mapping of stagnant (or mouse-free) images of multiple websites from the consumer perspective. The goal of our research is not from a decision making perspective, but more from a consumer perception framework. We aim to disentangle the internet into multiple separable pieces or frames, gather information from consumers on those frames, and then elaborate on ways in which they are categorized and conceptualized.



Citation:

Anjala Krishen, Kent Nakamoto, and Pushkin Kachroo (2007) ,"How Do Consumers Categorize Websites?", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 445-450.

Authors

Anjala Krishen, Virginia Tech, USA
Kent Nakamoto, Virginia Tech, USA
Pushkin Kachroo, Virginia Tech, USA



Volume

NA - Advances in Consumer Research Volume 34 | 2007



Share Proceeding

Featured papers

See More

Featured

The Psychology of Fun: Inquiry into Consumers' Fun Experiences

Travis Tae Oh, Columbia University, USA
Michel Tuan Pham, Columbia University, USA

Read More

Featured

Expressing Dissent: How Communication Medium Shapes Dehumanization and Attitude Change

Juliana Schroeder, University of California Berkeley, USA

Read More

Featured

Pangs from Persuasion: When Recommendations Undermine Consumers’ Social Worth

Suzanne Galia Rath, Queens University, Canada
Laurence Ashworth, Queens University, Canada
Nicole Robitaille, Queens University, Canada

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.