In or out of focus? Subcategories trigger in-group heterogeneity and out-group homogeneity effects in product assortments

E. van Herpen, A.M.M. Bosmans

Research output: Contribution to journalArticleScientificpeer-review

Abstract

We investigate how the presence of a subcategory influences consumers’ variety perceptions of products in and outside that subcategory. Two experiments show that subcategories trigger in-group heterogeneity and out-group homogeneity: consumers focus on the subcategory of interest, such that perceived variety increases for this but decreases for the alternative subcategory.
Original languageEnglish
Pages (from-to)661-662
JournalAdvances in Consumer Research
Volume40
Issue number1
Publication statusPublished - 2012

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