Working Papers

The Psychology of Category Design: How Product Groupings Influence Consumer Decision Making

Cait Poynor and Kristin Diehl

Jan 1, 2007

Investigates the effects of thematic, taxonomic, and brand-based product category structures on consumer decision-making processes, prices paid, and brand equity.

By using MSI.org you agree to our use of cookies as identifiers and for other features of the site as described in our Privacy Policy.