Consumer brand categorization for durables with limited problem solving: An empirical test and proposed extension of the Brisoux-Laroche model

This paper examines the Brisoux-Laroche consumer brand categorization process which conceptualizes the ceoked, hold, reject, and foggy sets. In contrast to previous studies of this model in routinized response situations, this study involves a durable good in a limited problem-solving situation. The results of this study provide (1) further support for the existence and uniqueness of the four hypothesized sets; (2) information regarding the importance of various product-specific attributes and insights into how these attributes are utilized in the brand categorization process; and (3) evidence that order effect bias is negligible. Furthermore, analysis of the results of this sluily and a previous study of brand categorization led to a modified Brisoux-Laroche model for limited and extensive problem-solving situations.