Substitution in Use and the Role of Usage Context in Product Category Structures
研究了产品使用情境如何影响消费者对产品替代性的判断和类别认知，发现不同用途预测相似性判断，用途多样性预测典型性，且使用情境会引发子类别重组并指导特定情境下的产品回忆。
The relationship between the substitution in use approach to product-market structure and cognitive accounts of product category structures is investigated in terms of the role of product usage context. Studies 1 and 2 show that distinctive usages predict similarity judgments, whereas usage versatility predicts prototypicality. The results of a third study suggest that individual usage contexts are associated with subcategories that involve restructuring of the overall category and, as such, guide context-specific product recall. Conceptual and managerial implications of the findings are discussed.