Category Activation Model: A Spreading Activation Network Model of Subcategory Positioning When Categorization Uncertainty Is High

被引：28

作者：

Lajos, Joseph ^{[1
]}

Katona, Zsolt ^{[2
]}

Chattopadhyay, Amitava ^{[3
]}

Sarvary, Miklos ^{[1
]}

机构：

[1] INSEAD, F-77305 Fontainebleau, France

[2] Univ Calif Berkeley, Sch Business, Berkeley, CA 94720 USA

[3] INSEAD, Singapore 138676, Singapore

来源：

JOURNAL OF CONSUMER RESEARCH | 2009年 / 36卷 / 01期

关键词：

KNOWLEDGE; STRATEGIES; INFERENCE; CONTEXT; RECALL; BRAND; CLASSIFICATION; ATTENTION;

D O I：

10.1086/595024

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

We develop a spreading activation model, which we call the category activation model, to predict where within a category structure consumers are likely to position a subcategory that they have created to accommodate a new hybrid product. Based on this model, we hypothesize that the probability that an individual will position a new category subordinate to a particular category i is proportional to the relative number of categories that are already subordinate to i. We report the results of two studies that support this hypothesis and provide evidence that accessibility is an underlying mechanism.

引用

页码：122 / 136

页数：15

共 38 条

[31] CONSUMER KNOWLEDGE - EFFECTS ON EVALUATION STRATEGIES MEDIATING CONSUMER JUDGMENTS [J].