Effect of Product Categorization on Consumer Thinking Style

In this research, we examine the effect of product categorization associated with a cognitive information-based processing. Across six studies, we show that categorization induces a more rational thinking style, increases the time consumers are willing to spend in the store and increases the number of products they buy.


Arezou Ghiassaleh, Bruno Kocher, Pierrick Maire, Basilio Noris, and Gabriel Borduas (2018) ,"Effect of Product Categorization on Consumer Thinking Style", in E - European Advances in Consumer Research Volume 11, eds. Maggie Geuens, Mario Pandelaere, and Michel Tuan Pham, Iris Vermeir, Duluth, MN : Association for Consumer Research, Pages: 142-143.


Arezou Ghiassaleh, HEC Lausanne, Switzerland
Bruno Kocher, HEC Lausanne, Switzerland
Pierrick Maire, Pomelo Sàrl, Switzerland
Basilio Noris, Pomelo Sàrl, Switzerland
Gabriel Borduas, University of Lausanne, Switzerland


E - European Advances in Consumer Research Volume 11 | 2018

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