Is it possible to maintain our well-being consuming less? The influence of categorization on consumer satiation
Keywords:
Marketing categories. Categorization. Satiation. Consumer behavior. Consumption.Abstract
This article analyzes the relationship between product categorization and consumer satiation. We analyzed if a set of products that represents two categories drives consumers to satiate less than sets of products composed exclusively by one of the categories, in situations of consumption repetition. To carry on such investigation, we constructed two product categories in a laboratory experiment to measure the satiation phenomenon. Results show that the set of products composed by representatives of two categories reached the maximum satiation level in the sixth of eight repetitions of consumption. In opposition, the groups with representatives of each category reached their maximum satiation level in the fifth repetition. The research’s main contribution is to show that set of products with representatives of two or more categories satiate less than sets of products composed by exclusive representatives of one category. This study advances the knowledge about the categorization and satiation relationship, showing that consumer satiation can be attenuated without the augmentation of the variety of products offered.References
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