Category Spanning, Distance, and Appeal
A general finding in economic and organizational sociology states that producers and products that span categories lose appeal to audiences. This paper argues that to assess the consequences of category spanning researchers need to take account of the relations among the categories spanned. We reason that the negative consequences of category spanning are more severe when the categories spanned are distant and have high-contrast. Because previous empirical strategies do not incorporate information on category distances, here we introduce novel measures to categorical distance and derive measures for grade-of-membership, category contrast and categorical niche width. Using the proposed measurement approach, we test our theory using data on online restaurant reviews, and find that the results confirm our predictions that organizations that span distant and high-contrast categories get lower evaluations from audiences.
|Date of creation:||Jul 2011|
|Contact details of provider:|| Postal: Stanford University, Stanford, CA 94305-5015|
Phone: (650) 723-2146
Web page: http://gsbapps.stanford.edu/researchpapers/
More information through EDIRC
When requesting a correction, please mention this item's handle: RePEc:ecl:stabus:2081. 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: ()
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 references are entirely missing, you can add them using this form.
If the full references list an item that is present in RePEc, but the system did not link 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 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.