분야
pptxEXPERIMENT 1 : The Magazine Study
EXPERIMENT 2 : The Coffee Study
General Discussion
Do the very presence of categories affect shopper’s satisfaction?
“mere categorization effect”:
is driven by a greater number of categories signaling greater variety
among the available options, which allows for a sense of self-determination
from choosing.
This effect, however, is attenuated for choosers who are familiar with
the choice domain, who do not rely on the presence of categories to
perceive the variety available.