Consumer Categorization and Evaluation of Ambiguous Products

EXTENDED ABSTRACT - Many new products that are launched in today’s marketplace are ambiguous with respect to the product categories that they belong to and possess features of multiple categories (Moreau, Markman and Lehmann, 2001; Business Week, 2002). From a consumer perspective, ambiguous products provide consumers with a choice in terms of the category in which they can place these products. The selection of a product category is very important since categorization impacts the expectations that consumers will hold about the product and these expectations in turn will determine how the product is evaluated.


Priyali Rajagopal and Robert E. Burnkrant (2005) ,"Consumer Categorization and Evaluation of Ambiguous Products", in NA - Advances in Consumer Research Volume 32, eds. Geeta Menon and Akshay R. Rao, Duluth, MN : Association for Consumer Research, Pages: 362-362.


Priyali Rajagopal, Southern Methodist University
Robert E. Burnkrant, Ohio State University


NA - Advances in Consumer Research Volume 32 | 2005

Share Proceeding

Featured papers

See More


Morality Matters in the Marketplace: The Influence of Morally Based Attitudes on Consumer Purchase Intentions

Andrew Luttrell, Ball State University
Jacob Teeny, Ohio State University, USA
Richard Petty, Ohio State University, USA

Read More


F9. Protection against Deception: The Moderating Effects of Knowledge Calibration on Consumer Responses to Ambiguous Advertisement Information

Joel Alan Mohr, Queens University, Canada
Peter A. Dacin, Queens University, Canada

Read More


Perceptions of Disability in the Marketplace: Moral Character Inferences and Persuasion

Helen van der Sluis, Arizona State University, USA
Adriana Samper, Arizona State University, USA
Kirk Kristofferson, Ivey Business School

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.