Stocking Products that Simultaneously Belong to Multiple Categories
Blanchard, S. (n.d.). Stocking Products that Simultaneously Belong to Multiple Categories. Washington, DC: Georgetown University. Retrieved from http://hdl.handle.net/10822/707509
Consumers cognitively categorize a product in multiple categories, and the category primed by advertising or in-store placement influences the attributes that consumers pay attention to when making a choice. Marketers need to pay attention to how consumers see products/brands as naturally “going together”.
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