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Category Activation Model: A Spreading Activation Network Model of Subcategory Positioning When Categorization Uncertainty Is High

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  • Joseph Lajos
  • Zsolt Katona
  • Amitava Chattopadhyay
  • Miklos Sarvary

Abstract

We develop a spreading activation model, which we call the category activation model, to predict where within a category structure consumers are likely to position a subcategory that they have created to accommodate a new hybrid product. Based on this model, we hypothesize that the probability that an individual will position a new category subordinate to a particular category i is proportional to the relative number of categories that are already subordinate to i. We report the results of two studies that support this hypothesis and provide evidence that accessibility is an underlying mechanism. (c) 2008 by JOURNAL OF CONSUMER RESEARCH, Inc..

Suggested Citation

  • Joseph Lajos & Zsolt Katona & Amitava Chattopadhyay & Miklos Sarvary, 2009. "Category Activation Model: A Spreading Activation Network Model of Subcategory Positioning When Categorization Uncertainty Is High," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 36(1), pages 122-136, June.
    • Handle: RePEc:oup:jconrs:v:36:y:2009:i:1:p:122-136
    DOI: 10.1086/595024
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    Cited by:

    1. Scheibehenne, Benjamin & von Helversen, Bettina & Rieskamp, Jörg, 2015. "Different strategies for evaluating consumer products: Attribute- and exemplar-based approaches compared," Journal of Economic Psychology, Elsevier, vol. 46(C), pages 39-50.
    2. 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.
    3. Marion Garaus & Georgios Halkias, 2020. "One color fits all: product category color norms and (a)typical package colors," Review of Managerial Science, Springer, vol. 14(5), pages 1077-1099, October.
    4. Rahman, Syed Mahmudur & Carlson, Jamie & Gudergan, Siegfried P. & Wetzels, Martin & Grewal, Dhruv, 2022. "Perceived Omnichannel Customer Experience (OCX): Concept, measurement, and impact," Journal of Retailing, Elsevier, vol. 98(4), pages 611-632.
    5. Melnyk, Valentyna & Giarratana, Marco & Torres, Anna, 2014. "Marking your trade: Cultural factors in the prolongation of trademarks," Journal of Business Research, Elsevier, vol. 67(4), pages 478-485.

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