CAM: a spreading activation network model of subcategory construction
Author: Katona, Zsolt ; Lajos, Joseph ; Chattopadhyay, Amitava ; Sarvary, MiklosINSEAD Area: Marketing Series: Working Paper ; 2006/41/MKT Publisher: Fontainebleau : INSEAD, 2006.Language: EnglishDescription: 38 p.Type of document: INSEAD Working Paper Online Access: Click here Abstract: A large body of research suggests that people process the entities that they encounter by placing them into mental categories (Barsalou 1992). Although previous research examines how people access information in hierarchical category structures, it does not examine how people construct individual new categories and, in particular, how the locus of these new categories may depend on the structure of the entire hierarchy. We describe this latter process with a spreading activation model of hierarchical category structures that we call the Category Activation Model (CAM). In an experiment and an empirical study, we show that the CAM reliably predicts the probability that a person will construct a new category at a specific location within a category structure, and we provide evidence that accessibility is the mechanism that underlies category construction. Next title: CAM: a spreading activation network model of subcategory positioning when categorization uncertainty is high (RV of 2006/41/MKT) - Katona, Zsolt;Lajos, Joseph;Chattopadhya - 2007 - INSEAD Working Paper| Item type | Current location | Collection | Call number | Status | Date due | Barcode | Item holds |
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Digital Library | Available | BC007552 |
A large body of research suggests that people process the entities that they encounter by placing them into mental categories (Barsalou 1992). Although previous research examines how people access information in hierarchical category structures, it does not examine how people construct individual new categories and, in particular, how the locus of these new categories may depend on the structure of the entire hierarchy. We describe this latter process with a spreading activation model of hierarchical category structures that we call the Category Activation Model (CAM). In an experiment and an empirical study, we show that the CAM reliably predicts the probability that a person will construct a new category at a specific location within a category structure, and we provide evidence that accessibility is the mechanism that underlies category construction.
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