CAM: A Spreading Activation Network Model of Subcategory Construction when Categorization Uncertainty is High

Joseph Lajos, Zsolt Katona, Amitava Chattopadhyay, Miklos Sarvary
2008 Social Science Research Network  
We develop a spreading activation model that we call the Category Activation Model (CAM) 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 that an individual will position a new category subordinate to a particular category i is proportional to the relative number of categories that are already subordinate to i. We report the results of
more » ... hree studies that support this hypothesis, and provide evidence that accessibility is an underlying mechanism.
doi:10.2139/ssrn.1032148 fatcat:6uaqcnsubvbrpih2g6wayz3xie