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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. Simon Blanchard & Wayne DeSarbo, 2013. "A New Zero-Inflated Negative Binomial Methodology for Latent Category Identification," Psychometrika, Springer, vol. 78(2), pages 322-340, April.
    2. Sárváry, Miklós & Szekeres, Éva, 1995. "Hasznosság és tipikusság. Valóban különböznek egymástól?
      [Utility and typicality. Do they really differ from each other?]
      ," Közgazdasági Szemle (Economic Review - monthly of the Hungarian Academy of Sciences), Közgazdasági Szemle Alapítvány (Economic Review Foundation), vol. 0(6), pages 571-581.
    3. 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.
    4. 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.
    5. Moon, B. J. & Jain, S. C., 2002. "Consumer processing of foreign advertisements: roles of country-of-origin perceptions, consumer ethnocentrism, and country attitude," International Business Review, Elsevier, vol. 11(2), pages 117-138, April.
    6. 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.
    7. Quamrul Ashraf & Oded Galor, 2011. "The "Out of Africa" Hypothesis, Human Genetic Diversity, and Comparative Economic Development," NBER Working Papers 17216, National Bureau of Economic Research, Inc.
    8. Cho, Hyun-Chul & Abe, Shuzo, 2013. "Is two-tailed testing for directional research hypotheses tests legitimate?," Journal of Business Research, Elsevier, vol. 66(9), pages 1261-1266.
    9. 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.
    10. 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.
    11. 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.
    12. Maggitti, Patrick G. & Smith, Ken G. & Katila, Riitta, 2013. "The complex search process of invention," Research Policy, Elsevier, vol. 42(1), pages 90-100.
    13. Khandeparkar, Kapil, . "The role of complementarity and partner brand price level in new product introduction strategy using bundle offers: A study on the quality perception of bundle components," IIMA Working Papers WP2014-01-07, Indian Institute of Management Ahmedabad, Research and Publication Department.
    14. Loef, J. & Antonides, G. & van Raaij, W.F., 2001. "The Effectiveness of Advertising Matching Purchase Motivation," ERIM Report Series Research in Management ERS-2001-65-MKT, Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus Uni.

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