Designed to Learn: How Category Design Influences Consumer Learning, Satisfaction and Choice
Vast quantities of product information are available in the marketplace, but recent research has demonstrated that too much information can have a deleterious impact on consumer learning. This research demonstrates that category design (grouping products in terms of taxonomic or thematic similarities) offers a novel means of addressing this problem. Two experiments demonstrate that organizing a retail assortment in thematic as opposed to taxonomic groupings increases learning for expert consumers but not for novices. Interestingly, this change in organization, via its impact on perceived effort, also improves experts’ choice quality and increases their shopping satisfaction.
Citation:
Cait Poynor and Stacy Wood (2009) ,"Designed to Learn: How Category Design Influences Consumer Learning, Satisfaction and Choice", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 150-153.
Authors
Cait Poynor, University of Pittsburgh, USA
Stacy Wood, University of South Carolina, USA
Volume
NA - Advances in Consumer Research Volume 36 | 2009
Share Proceeding
Featured papers
See MoreFeatured
Non-normative influence of self-decided prices on product-related inferences
Sudipta Mukherjee, Virginia Tech, USA
Mario Pandelaere, Virginia Tech, USA
Featured
The Self-Bolstering Effects of Repeated Affirmations over Time
Alejandra Rodriguez, Oklahoma State University, USA
Ted Matherly, Oklahoma State University, USA
Featured
Human or Robot? The Uncanny Valley in Consumer Robots
Noah Castelo, Columbia University, USA
Bernd Schmitt, Columbia University, USA
Miklos Sarvary, Columbia University, USA