IDEAS home Printed from https://ideas.repec.org/p/hal/journl/hal-00629005.html
   My bibliography  Save this paper

Identifying Consumer Heterogeneity in Unobserved Categories

Author

Listed:
  • Selin Atalay

    (GREGH - Groupement de Recherche et d'Etudes en Gestion à HEC - HEC Paris - Ecole des Hautes Etudes Commerciales - CNRS - Centre National de la Recherche Scientifique)

  • Simon J. Blanchard
  • Wayne S. Desarbo
  • Nukhet Harmancioglu

Abstract

Categorization has been extensively studied in both the psychology and marketing literatures. However, very little methodological research has demonstrated the heterogeneity in consumers' unobserved category structures and activations. We propose a new latent structure procedure that simultaneously identifies the unobserved categories that consumers use and represents consumer heterogeneity via different groups of consumers who have activated different unobserved latent categories. The results of an empirical study in Sports Marketing about sports fans' perceptions of various sports illustrates how the proposed methodology can capture heterogeneity at the group level and account for a variety of different category structures.

Suggested Citation

  • Selin Atalay & Simon J. Blanchard & Wayne S. Desarbo & Nukhet Harmancioglu, 2012. "Identifying Consumer Heterogeneity in Unobserved Categories," Post-Print hal-00629005, HAL.
    • Handle: RePEc:hal:journl:hal-00629005
    DOI: 10.1007/s11002-011-9145-2
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    Other versions of this item:

    References listed on IDEAS

    as
    1. Loken, Barbara & Ward, James C, 1990. "Alternative Approaches to Understanding the Determinants of Typicality," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 17(2), pages 111-126, September.
    2. Geert Soete & Wayne DeSarbo & George Furnas & J. Carroll, 1984. "The estimation of ultrametric and path length trees from rectangular proximity data," Psychometrika, Springer;The Psychometric Society, vol. 49(3), pages 289-310, September.
    3. Shailendra Pratap Jain & Kalpesh Kaushik Desai & Huifang Mao, 2007. "The Influence of Chronic and Situational Self-Construal on Categorization," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 34(1), pages 66-76, April.
    4. Ozanne, Julie L & Brucks, Merrie & Grewal, Dhruv, 1992. "A Study of Information Search Behavior during the Categorization of New Products," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 18(4), pages 452-463, March.
    5. Anil Chaturvedi & J. Douglas Carroll, 2006. "CLUSCALE ("CLUstering and multidimensional SCAL[E]ing"): A Three-Way Hybrid Model Incorporating Overlapping Clustering and Multidimensional Scaling Structure," Journal of Classification, Springer;The Classification Society, vol. 23(2), pages 269-299, September.
    6. Cohen, Joel B & Basu, Kunal, 1987. "Alternative Models of Categorization: Toward a Contingent Processing Framework," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 13(4), pages 455-472, March.
    7. J. Carroll & Phipps Arabie, 1983. "Indclus: An individual differences generalization of the adclus model and the mapclus algorithm," Psychometrika, Springer;The Psychometric Society, vol. 48(2), pages 157-169, June.
    8. Stayman, Douglas M & Alden, Dana L & Smith, Karen H, 1992. "Some Effects of Schematic Processing on Consumer Expectations and Disconfirmation Judgments," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 19(2), pages 240-255, September.
    9. Goodstein, Ronald C, 1993. "Category-Based Applications and Extensions in Advertising: Motivating More Extensive Ad Processing," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 20(1), pages 87-99, June.
    10. John, Deborah Roedder & Sujan, Mita, 1990. "Age Differences in Product Categorization," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 16(4), pages 452-460, March.
    11. Stephen Johnson, 1967. "Hierarchical clustering schemes," Psychometrika, Springer;The Psychometric Society, vol. 32(3), pages 241-254, September.
    12. Moreau, C Page & Markman, Arthur B & Lehmann, Donald R, 2001. ""What Is It?" Categorization Flexibility and Consumers' Responses to Really New Products," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 27(4), pages 489-498, March.
    13. Sujan, Mita & Dekleva, Christine, 1987. "Product Categorization and Inference Making: Some Implications for Comparative Advertising," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 14(3), pages 372-378, December.
    14. Joseph Lajos & Zsolt Katona & Amitava Chattopadhyay & Miklos Sarvary, 2009. "Category Activation Model: A Spreading Activation Network Model of Subcategory Positioning When Categorization Uncertainty Is High," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 36(1), pages 122-136, June.
    15. Brucks, Merrie, 1985. "The Effects of Product Class Knowledge on Information Search Behavior," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 12(1), pages 1-16, June.
    16. Sujan, Mita, 1985. "Consumer Knowledge: Effects on Evaluation Strategies Mediating Consumer Judgments," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 12(1), pages 31-46, June.
    17. Bettman, James R & Sujan, Mita, 1987. "Effects of Framing on Evaluation of Comparable and Noncomparable Alternatives by Expert and Novice Consumers," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 14(2), pages 141-154, September.
    18. Joseph Lajos & Zsolt Katonas & Amitava Chattopadhyay & Sarvary. Miklos, 2009. "CAM: A Spreading Activation Network Model of Subcategory Positioning when Categorization Uncertainty is High," Post-Print hal-00493185, HAL.
    19. Yuxin Chen & Ganesh Iyer & Amit Pazgal, 2010. "Limited Memory, Categorization, and Competition," Marketing Science, INFORMS, vol. 29(4), pages 650-670, 07-08.
    20. J. Carroll & Suzanne Winsberg, 1995. "Fitting an extended INDSCAL model to three-way proximity data," Journal of Classification, Springer;The Classification Society, vol. 12(1), pages 57-71, March.
    21. J. Kruskal, 1964. "Multidimensional scaling by optimizing goodness of fit to a nonmetric hypothesis," Psychometrika, Springer;The Psychometric Society, vol. 29(1), pages 1-27, March.
    22. Gregan-Paxton, Jennifer & John, Deborah Roedder, 1997. "Consumer Learning by Analogy: A Model of Internal Knowledge Transfer," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 24(3), pages 266-284, December.
    23. Thomas Eckes & Peter Orlik, 1993. "An error variance approach to two-mode hierarchical clustering," Journal of Classification, Springer;The Classification Society, vol. 10(1), pages 51-74, January.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Simon Blanchard & Wayne DeSarbo, 2013. "A New Zero-Inflated Negative Binomial Methodology for Latent Category Identification," Psychometrika, Springer;The Psychometric Society, vol. 78(2), pages 322-340, April.
    2. Santi, Éverton & Aloise, Daniel & Blanchard, Simon J., 2016. "A model for clustering data from heterogeneous dissimilarities," European Journal of Operational Research, Elsevier, vol. 253(3), pages 659-672.
    3. Gabriele Pizzi & Gian Luca Marzocchi, 2020. "Consumer-defined assortments: application of card-sorting to category management," Italian Journal of Marketing, Springer, vol. 2020(1), pages 67-84, March.
    4. Saboo, Alok R. & Kumar, V. & Ramani, Girish, 2016. "Evaluating the impact of social media activities on human brand sales," International Journal of Research in Marketing, Elsevier, vol. 33(3), pages 524-541.
    5. Simon Blanchard & Daniel Aloise & Wayne DeSarbo, 2012. "The Heterogeneous P-Median Problem for Categorization Based Clustering," Psychometrika, Springer;The Psychometric Society, vol. 77(4), pages 741-762, October.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Marion Garaus & Georgios Halkias, 2020. "One color fits all: product category color norms and (a)typical package colors," Review of Managerial Science, Springer, vol. 14(5), pages 1077-1099, October.
    2. Roest, Henk & Rindfleisch, Aric, 2010. "The influence of quality cues and typicality cues on restaurant purchase intention," Journal of Retailing and Consumer Services, Elsevier, vol. 17(1), pages 10-18.
    3. 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.
    4. Christophe Bezes & Maria Mercanti-Guérin, 2017. "Similarity in marketing: Scope, measurement, and fields of application [La similarité en marketing : périmètre, mesure et champs d'application]," Post-Print hal-02086666, HAL.
    5. Sheng, Shibin & Pan, Yue, 2009. "Bundling as a new product introduction strategy: The role of brand image and bundle features," Journal of Retailing and Consumer Services, Elsevier, vol. 16(5), pages 367-376.
    6. Simon Blanchard & Wayne DeSarbo, 2013. "A New Zero-Inflated Negative Binomial Methodology for Latent Category Identification," Psychometrika, Springer;The Psychometric Society, vol. 78(2), pages 322-340, April.
    7. 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 University Rotterdam.
    8. Scheibehenne, Benjamin & von Helversen, Bettina & Rieskamp, Jörg, 2015. "Different strategies for evaluating consumer products: Attribute- and exemplar-based approaches compared," Journal of Economic Psychology, Elsevier, vol. 46(C), pages 39-50.
    9. Murray, John & Elms, Jonathan & Teller, Christoph, 2017. "Examining the role of store design on consumers’ cross-sectional perceptions of retail brand loyalty," Journal of Retailing and Consumer Services, Elsevier, vol. 38(C), pages 147-156.
    10. Georgios Halkias & Flora Kokkinaki, 2010. "Attention, Memory, and Evaluation of Schema Incongruent Brand Messages. An Empirical Study," Labsi Experimental Economics Laboratory University of Siena 032, University of Siena.
    11. Roggeveen, Anne L. & Goodstein, Ronald C. & Grewal, Dhruv, 2014. "Improving the Effect of Guarantees: The Role of a Retailer's Reputation," Journal of Retailing, Elsevier, vol. 90(1), pages 27-39.
    12. Bayuk, Julia Belyavsky & Patrick, Vanessa M., 2021. "Is the uphill road the one more taken? How task complexity prompts action on non-pressing tasks," Journal of Business Research, Elsevier, vol. 128(C), pages 436-449.
    13. Talke, Katrin & Müller, Sebastian & Wieringa, Jaap E., 2017. "A matter of perspective: Design newness and its performance effects," International Journal of Research in Marketing, Elsevier, vol. 34(2), pages 399-413.
    14. Willem Heiser, 2013. "In memoriam, J. Douglas Carroll 1939–2011," Psychometrika, Springer;The Psychometric Society, vol. 78(1), pages 5-13, January.
    15. Khandeparkar, Kapil, 2014. "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," Journal of Retailing and Consumer Services, Elsevier, vol. 21(6), pages 992-1000.
    16. Davies, Antony & Cline, Thomas W., 2005. "A consumer behavior approach to modeling monopolistic competition," Journal of Economic Psychology, Elsevier, vol. 26(6), pages 797-826, December.
    17. Chakravarty, Anindita & Liu, Yong & Mazumdar, Tridib, 2010. "The Differential Effects of Online Word-of-Mouth and Critics' Reviews on Pre-release Movie Evaluation," Journal of Interactive Marketing, Elsevier, vol. 24(3), pages 185-197.
    18. Naderi, Iman & Paswan, Audhesh K. & Guzman, Francisco, 2018. "Beyond the shadow of a doubt: The effect of consumer knowledge on restaurant evaluation," Journal of Retailing and Consumer Services, Elsevier, vol. 45(C), pages 221-229.
    19. Christophe Bezes, 2010. "Tout ce qui est congruent, est-il similaire ? Propositions de définition du concept de congruence en marketing," Post-Print hal-00573441, HAL.
    20. Rahman, Syed Mahmudur & Carlson, Jamie & Gudergan, Siegfried P. & Wetzels, Martin & Grewal, Dhruv, 2022. "Perceived Omnichannel Customer Experience (OCX): Concept, measurement, and impact," Journal of Retailing, Elsevier, vol. 98(4), pages 611-632.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:hal:journl:hal-00629005. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: CCSD (email available below). General contact details of provider: https://hal.archives-ouvertes.fr/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.