Alternative approaches to understanding the determinants of typicality
Article Abstract:
Data were collected for eight sets of product- and brand-level categories to better understand the determinants of typicality and the relationship between typicality and attitude for each category level. Measures of both feature similarity (family resemblance) and goal achievement (ideals, attribute structure) predicted typicality. However, the latter measures were more likely to moderate the typicality-attitude relationship. Frequency of instantiation was superior to a general familiarity measure in predicting typicality. Attitudes and attribute structure better predicted typicality for subordinate (e.g., fast-food restaurants) than superordinate (e.g., restaurants) categories. Implications for the nature and structure of product and brand categories are discussed. (Reprinted by permission of the publisher.)
Publication Name: Journal of Consumer Research
Subject: Social sciences
ISSN: 0093-5301
Year: 1990
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Content-analysis research: an examination of applications with directives for improving research reliability and objectivity
Article Abstract:
A systematic review of the use of content-analysis research in 128 consumer behavior/marketing research articles published between 1978 and mid-1989 was conducted. The analysis identified certain weaknesses in the research methodology, particularly in the areas of objectivity and reliability. Objectivity is the process of developing and using analytical categories, while reliability includes categorical and interjudge reliabilities. Since the quality and usefulness of content-analysis studies depend on methodology, more attention should be given to the problems associated with it.
Publication Name: Journal of Consumer Research
Subject: Social sciences
ISSN: 0093-5301
Year: 1991
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