Chocarro Eguaras, Raquel; Elorz Domezain, Margarita; … - In: European Journal of Marketing 46 (2012) 6, pp. 760-789
Purpose – The mere presence of categories, irrespective of their content, positively influences the satisfaction of choosers who are unfamiliar with the choice domains. In the present research the main goal is to analyze how a complex product category is categorized internally by consumers,...