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The categorization process of convergence products: rule-based? or similarity-based?

융합제품의 범주화과정: 규칙기반? 외형적 유사성기반?

  • 윤철혁 (금오공과대학교 경영학과) ;
  • 편소연 (금오공과대학교 컨설팅대학원) ;
  • 김귀곤 (금오공과대학교 경영학과)
  • Received : 2012.11.12
  • Accepted : 2012.12.17
  • Published : 2012.12.31

Abstract

This study classified the categorization process of convergence products as a rule-based and a similarity-based categorization process. And we examined that how the categorization process was determined according to information types(visual vs. visual + verbal) about the components of two prototypes before convergence and thinking styles(holistic vs. analytic). The result of this study showed: (1) The rule-based categorization process appeared more in case of visual information with verbal information than only visual information. (2) Analytic thinkers chose a rule-based categorization process more than holistic thinkers. These findings provide the theoretical and practical implications to comprehend the categorization process of convergence products and the judgement for consideration set from various convergence products.

Keywords

convergence products;categorization process(rule-based vs. and similarity-based);information(visual vs. verbal);thinking styles(holistic vs. analytic)