Laroche, Michael; Rosenblatt, Jerry; Sinclair, Ian
January 1984
Advances in Consumer Research;1984, Vol. 11 Issue 1, p175
Conference Proceeding
This paper examines consumer brand categorization processes. Specifically, it deals with the Brisoux-Laroche brand categorization paradigm. In the context of university choice, the evoked, hold, foggy and reject set categorizations are determined. Moreover, the authors address the issues of order effect and of direct measurement of the set categorizations. The lack of concern for these methodological issues had previously been identified as potential sources of bias. The results of the present research suggest that: 1) the proposed paradigm is generally supported for a service product in an extensive problem solving situation; 2) order effects are negligible; and 3) consumers may not always categorize brands into mutually exclusive sets when self-administered questionnaires are utilized.


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