Categorization by Groups
Categorization is a core psychological process central to consumer and managerial decision-making. While a substantial amount of research has been conducted to examine individual categorization behaviors, relatively little is known about the group categorization process. In two experiments, we demonstrate that group categorization differs systematically from that of individuals: groups created a larger number of categories with fewer items in each category. This effect is mediated by groups’ larger knowledge base and moderated by groups’ ease in achieving consensus. While neither broader nor narrower categories are normatively superior, more integration or distinction among concepts may be desirable for a given objective. Thus, it is important for those relying on the outputs of categorization tasks, such as web site designers, store managers, product development teams, and product marketing managers, to understand and consider the systematic differences between group and individual categorization.
|Date of creation:||22 Aug 2006|
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- 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, Oxford University Press, vol. 27(4), pages 489-498, March.
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- Cowley, Elizabeth & Mitchell, Andrew A, 2003. " The Moderating Effect of Product Knowledge on the Learning and Organization of Product Information," Journal of Consumer Research, Oxford University Press, vol. 30(3), pages 443-454, December.
- Ratneshwar, S & Pechmann, Cornelia & Shocker, Allan D, 1996. " Goal-Derived Categories and the Antecedents of Across-Category Consideration," Journal of Consumer Research, Oxford University Press, vol. 23(3), pages 240-250, December.
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