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- Title
Substitution in Use and the Role of Usage Context in Product Category Structures.
- Authors
Ratneshwar, S.; Shocker, Allan D.
- Abstract
The relationship between the substitution in use approach to product-market structure and cognitive accounts of product category structures is investigated in terms of the role of product usage context. Studies 1 and 2 show that distinctive usages predict similarity judgments, whereas usage versatility predicts prototypically. The results of a third study suggest that individual usage contexts are associated with subcategories that involve restructuring of the overall category and, as such, guide context-specific product recall. Conceptual and managerial implications of the findings are discussed.
- Subjects
PRODUCT management research; PRODUCT orientation; COGNITION; PRODUCT recall; CONSUMER behavior; PRODUCT safety; PROTOTYPES; BUSINESS forecasting; PRODUCT liability; STRATEGIC planning
- Publication
Journal of Marketing Research (JMR), 1991, Vol 28, Issue 3, p281
- ISSN
0022-2437
- Publication type
Article
- DOI
10.2307/3172864