The Nature and Methodological Implications of the Cognitive Representation of Products
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Author
Johnson, Michael D.
Fornell, Claes
Abstract
A general relationship is proposed wherein more abstract attributes are likely to resemble continuous dimensions while more concrete attributes are likely to resemble dichotomous features. While some methodologies assume dimensional representations, others assume feature-based representations. This suggests that dimensional methods may better capture abstract product representations while feature-based methods may better capture concrete representations. The results of two studies that support both the general relationship and its methodological implications are reported.
Date Issued
1987-09-01
Keywords
Rights
Required Publisher Statement: © University of Chicago Press. Reprinted with permission. All rights reserved.
Type
article