Article1986

Consumer similarity judgments: A test of the contrast model

40 citations0/0 files storedPsychology and Marketing

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Categorization, perception, and language Consumer Market Behavior and Pricing Consumer Behavior in Brand Consumption and Identification

Abstract

Abstract A general model is described that views similarity judgment as a contrasting of product features. The relative influence of common and distinctive features on perceived similarity is considered a function of the context or task environment. A memory probe is used to measure the common and distinctive features consumers associate with various products. The feature measures are then used to estimate the model under three different task environments: similarity, dissimilarity, and subject/referent similarity. The results support the model and the effect of the task environment on judgments of interproduct similarity.

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References

1974Judgment under Uncertainty: Heuristics and Biases 1975Judgment under Uncertainty: Heuristics and Biases 2025Advances in Consumer Research 1977Features of similarity.1975Family resemblances: Studies in the internal structure of categories 1979Cognition and Categorization 1975Cognitive representations of semantic categories.1972Elimination by aspects: A theory of choice.

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