Lajos, Joseph; Katona, Zsolt; Chattopadhyay, Amitava; … - In: Journal of Consumer Research 36 (2009) 1, pp. 122-136
We develop a spreading activation model, which we call the category activation model, to predict where within a category structure consumers are likely to position a subcategory that they have created to accommodate a new hybrid product. Based on this model, we hypothesize that the probability...