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Taxonomic versus goal-derived product categorization: effects on within and acrosss category choice processes

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Consumers often make choices among products that may belong to a single or to several different product categories. In this paper, the authors compare these within -and across-category choice processes on the basis of the distinction between taxonomic and goal-derived categorisation. In our first study, they investigate differences in the mental representation of products in taxonomic and goal-derivec categories. Our findings indicated that taxonomic categorization processes differ from goal-derived categorization processes in terms of the ease with the features shared between members of the category are accessible in memory and the type of features that are used to represent the members. In turn, these differences influence consumer learning, memory and generation of additional alternatives when making within -and across-category product comparisons. Results of this first study also support the hypothesis that judgments of similarity are influenced by type of common feature in addition to number of common features. In our second study, they examine conditions that favor the construction of choice sets composed of within-category versus across-category items. Results indicate that subjects who are more familiar with a consumption situation are likely to construct more narrowly defined, within-category choice sets, whereas less familiar consumers construct broader, across-category choice sets.

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en

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application/pdf

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http://flora.insead.edu/fichiersti_wp/inseadwp2000/2000-15.pdf

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Copyright INSEAD. All rights reserved