摘要：The impact of ad-hoc-categories on the emergence of context effects in consumer evaluations was investigated. All participants were exposed to the same four products but were induced to assign the products to different ad hoc categories, depending on experimental conditions. The categorisation tasks resulted in markedly different evaluations of the target product "wine" despite the fact that the same context stimuli were presented. We suggest that the impact of a context stimulus on a target product depends on how both are categorized. Moreover, we suggest that the categorisation processes are, at least partly, under a marketer's control. We discuss how marketers may actively affect categorization processes to increase product appeal, for example, in brand extensions and other category-based product evaluations
