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Alternative Approaches to Understanding the Determinants of Typicality

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  • Loken, Barbara
  • Ward, James C
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    Abstract

    Data were collected for eight sets of product- and brand-level categories to better understand the determinants of typicality and the relationship between typicality and attitude of reach category level. Measures of both feature similarity (family resemblance) and goal achievement (ideals, attribute structure) predicted typicality. However, the latter measures were more likely to moderate the typicality-attitude relationship. Frequency of instantiation was superior to a general familiarity measure in predicting typicality. Attitudes and attribute structure better predicted typicality for subordinate (e.g., fast-food restaurants) than superordinate (e.g., restaurants) categories. Implications for the nature and structure of product and brand categories are discussed. Copyright 1990 by the University of Chicago.

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    Bibliographic Info

    Article provided by University of Chicago Press in its journal Journal of Consumer Research.

    Volume (Year): 17 (1990)
    Issue (Month): 2 (September)
    Pages: 111-26

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    Handle: RePEc:ucp:jconrs:v:17:y:1990:i:2:p:111-26

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    Web page: http://www.journals.uchicago.edu/JCR/

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    Cited by:
    1. Özge Sýðýrcý & A. Müge Yalçýn, 2010. "Factors Affecting Consumer Evaluations Of Brand Extensions," Bogazici Journal of Economics and Administrative Sciences, Bogazici University, Department of Economics, vol. 24(1+2), pages 67-90.
    2. Quamrul Ashraf & Oded Galor, 2013. "The 'Out of Africa' Hypothesis, Human Genetic Diversity, and Comparative Economic Development," American Economic Review, American Economic Association, vol. 103(1), pages 1-46, February.
    3. Hamzaoui-Essoussi, Leila & Merunka, Dwight & Bartikowski, Boris, 2011. "Brand origin and country of manufacture influences on brand equity and the moderating role of brand typicality," Journal of Business Research, Elsevier, vol. 64(9), pages 973-978, September.
    4. Simon Blanchard & Wayne DeSarbo & A. Atalay & Nukhet Harmancioglu, 2012. "Identifying consumer heterogeneity in unobserved categories," Marketing Letters, Springer, vol. 23(1), pages 177-194, March.
    5. Punj, Girish & Moon, Junyean, 2002. "Positioning options for achieving brand association: a psychological categorization framework," Journal of Business Research, Elsevier, vol. 55(4), pages 275-283, April.
    6. Lei, Jing & Dawar, Niraj & Lemmink, Jos, 2008. "Negative spillover in brand portfolios: exploring the antecedents of asymmetric effects," Open Access publications from Maastricht University urn:nbn:nl:ui:27-22828, Maastricht University.
    7. Schoormans, Jan P. L. & Robben, Henry S. J., 1997. "The effect of new package design on product attention, categorization and evaluation," Journal of Economic Psychology, Elsevier, vol. 18(2-3), pages 271-287, April.
    8. Kumar, V. & Karande, Kiran, 2000. "The Effect of Retail Store Environment on Retailer Performance," Journal of Business Research, Elsevier, vol. 49(2), pages 167-181, August.

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