Category boundaries and category labels: When does a category name influence the perceived similarity of category members?

Three experiments examined the effect of verbal labels on the perception of category members. Participants were presented with silhouette drawings of female body types, ordered on a continuum from very thin to very heavy, and asked to judge the degree of similarity between pairs, as well as absolute weight of each silhouette. The presence/absence of category boundaries and labels were experimentally manipulated (Exp. 1–3), as was the “strength” of the labels (Exp. 2 and 3), their source (Exp. 1 and 2), and their implications (Exp. 3). The presence of a label, even when self-generated, showed clear effects on judgment: labels consistently increased within-category similarity (assimilation), and reduced across-category similarity (contrast). The judged strength of the verbal labels was correlated with the strength of categorization effects

Abandoning a label doesn't make it disappear: The perseverance of labeling effects

Labels exert strong influence on perception and judgment. The present experiment examines the possibility that such effects may persist even when labels are abandoned. Participants judged the similarity of pairs of silhouette drawings of female body types, ordered on a continuum from very thin to very heavy, under conditions where category labels were, and were not, superimposed on the ordered stimuli. Consistent with earlier research, labels had strong effects on perceived similarity, with silhouettes sharing the same label judged as more similar than those having different labels. Moreover, when the labels were removed and no longer present, the effect of the labels, although diminished, persisted. It did not make any difference whether the labels were simply abandoned or, in addition, had their validity challenged. The results are important for our understanding of categorization and labeling processes. The potential theoretical and practical implications of these results for social processes are discussed

The Spillover Effects of Prototype Brand Transgressions on Country Image and Related Brands

Country-of-origin research has primarily held the view that country-level beliefs influence product-level beliefs. In this study, the authors investigate whether the relationship may also move in the opposite direction. Grounded in prototype theory and schema change theory, this study examines shifts in consumer attitudes toward a country as a result of a brand transgression. The authors confirm the conceptual framework using experimental methods. The results offer evidence of a relationship in which product-level beliefs affect country-level beliefs, a finding that contrasts with the majority of country-of-origin research. The effects of brand transgressions are moderated by the degree of prototypicality of the transgressing brand and the level of development of the transgressing brand\u27s home country