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The Differential Processing of Product Category and Noncomparable Choice Alternatives

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  • Johnson, Michael D

Abstract

This article contrasts consumer choice processing of single products from different categories (noncomparable alternatives) with the processing of multiple products from different categories (product category alternatives). It is unclear whether choosing among single or multiple alternatives from different product categories will drastically affect choice processing. Theoretically, the processing of product categories should be more hierarchical or top-down, and the processing of non-comparables should be more constructive or bottom-up. The results reported here support the theoretical predictions and demonstrate the perceptual and processing differences between the two types of choices. Copyright 1989 by the University of Chicago.

Suggested Citation

  • Johnson, Michael D, 1989. "The Differential Processing of Product Category and Noncomparable Choice Alternatives," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 16(3), pages 300-309, December.
    • Handle: RePEc:oup:jconrs:v:16:y:1989:i:3:p:300-309
    DOI: 10.1086/209216
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    Cited by:

    1. Tsyfra Tetiana & Zapechnaya Yuliya & Gritcenko Olexandr, 2018. "Development of economic approaches to the formation and evaluation of the strategy of construction enterprises," Technology audit and production reserves, 1(39) 2018, Socionet;Technology audit and production reserves, vol. 1(4(39)), pages 70-76.
    2. Devetag, M Giovanna, 1999. "From Utilities to Mental Models: A Critical Survey on Decision Rules and Cognition in Consumer Choice," Industrial and Corporate Change, Oxford University Press and the Associazione ICC, vol. 8(2), pages 289-351, June.
    3. Piggott, Nicholas E. & Wright, Vic, 1992. "From Consumer Choice Process To Aggregate Analysis: Marketing Insights For Models Of Meat Demand," Australian Journal of Agricultural Economics, Australian Agricultural and Resource Economics Society, vol. 36(3), pages 1-16, December.
    4. Kun Chen & Peng Luo & Huaiqing Wang, 2017. "Investigating transitive influences on WOM: from the product network perspective," Electronic Commerce Research, Springer, vol. 17(1), pages 149-167, March.
    5. Kato, Ryo & Hoshino, Takahiro, 2021. "Unplanned purchase of new products," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    6. Anne Bowers, 2015. "Relative Comparison and Category Membership: The Case of Equity Analysts," Organization Science, INFORMS, vol. 26(2), pages 571-583, April.
    7. Sun, Jin & Keh, Hean Tat & Lee, Angela Y., 2019. "Shaping consumer preference using alignable attributes: The roles of regulatory orientation and construal level," International Journal of Research in Marketing, Elsevier, vol. 36(1), pages 151-168.

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