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

B8. Factors Influencing Collaborative Consumption Usage in the US market: An Exploratory Study

Pia Annette Albinsson, Appalachian State University
B. Yasanthi Perera, Brock University, Canada
Bidisha Burman, University of Mary Washington
Lubna Nafees, Appalachian State University

Read More

Featured

F8. Dual Routes for Consumer Responses to Corporate Social Responsibility: The Role of Positive Moral Emotions, Attitudes, and Empathy

Chunyan Xie, Western Norway University of Applied Sciences
Richard P. Bagozzi, University of Michigan, USA

Read More

Featured

How Well Do Consumer-Brand Relationships Drive Customer Brand Loyalty? Generalizations from a Meta-Analysis of Brand Relationship Elasticities

Mansur Khamitov, Nanyang Technological University, Singapore
Xin (Shane) Wang, Western University, Canada
Matthew Thomson, Western 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.