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Age Differences in Product Categorization

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  • John, Deborah Roedder
  • Sujan, Mita

Abstract

This article examines the bases children of different ages use to categorize products. Data from children ages 4 to 10 indicate that the use of perceptual attributes as a basis for categorizing products decreases with age, whereas the use of underlying attributes to categorize products increases with age. These findings provide a conceptual replications of earlier findings from developmental psychology. Moreover, the findings suggest that younger children's failure to consider underlying attributes can be traced to common types of processing deficits. Theoretical implications arising from these observations and directions for future research are discussed. Copyright 1990 by the University of Chicago.

Suggested Citation

  • 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.
    • Handle: RePEc:oup:jconrs:v:16:y:1990:i:4:p:452-60
    DOI: 10.1086/209230
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    Cited by:

    1. Simon Blanchard & Wayne DeSarbo & A. Atalay & Nukhet Harmancioglu, 2012. "Identifying consumer heterogeneity in unobserved categories," Marketing Letters, Springer, vol. 23(1), pages 177-194, March.
    2. 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.
    3. Ana Côrte-Real & Paulo Lencastre, 2009. "CHILDREN THOUGHTS about BRANDS," Working Papers de Gestão (Management Working Papers) 10, Católica Porto Business School, Universidade Católica Portuguesa.

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