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.



Citation:

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.

Authors

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



Volume

E - European Advances in Consumer Research Volume 11 | 2018



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