The Mere Categorization Effect : How the Presence of Categories Increases Choosers ’ Perceptions of Assortment Variety and Outcome Satisfaction

  • CASSIE MOGILNER TAMAR RUDNICK SHEENA S. IYENGAR
  • Published 2007

Abstract

What is the effect of option categorization on choosers’ satisfaction? A combination of field and laboratory experiments reveals that the mere presence of categories, irrespective of their content, positively influences the satisfaction of choosers who are unfamiliar with the choice domain. This “mere categorization effect” is driven by a greater number of… (More)

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