IDEAS home Printed from
   My bibliography  Save this article

Alternative Approaches to Understanding the Determinants of Typicality


  • Loken, Barbara
  • Ward, James C


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.

Suggested Citation

  • Loken, Barbara & Ward, James C, 1990. " Alternative Approaches to Understanding the Determinants of Typicality," Journal of Consumer Research, Oxford University Press, vol. 17(2), pages 111-126, September.
  • Handle: RePEc:oup:jconrs:v:17:y:1990:i:2:p:111-26

    Download full text from publisher

    File URL:
    Download Restriction: no

    More about this item


    Access and download statistics


    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:oup:jconrs:v:17:y:1990:i:2:p:111-26. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Oxford University Press). General contact details of provider: .

    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.

    We have no references for this item. You can help adding them by using 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.

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

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.