Category Attitude Measures: Exemplars as Inputs

The role of exemplars in formation of attitudes toward a category has, surprisingly, been ignored in prior consumer research. In the present research we seek to develop a better understanding of the relationship between category exemplars (e.g., the products in a brand category) and overall attitudes toward the category. Attitude measures that incorporate evaluations of individual branded products may be useful, both conceptually and practically, and can complement more traditional multi‐attribute measures of attitude. Across 3 studies we present evidence that a composite index of attitudes toward category exemplars, weighted by exemplar typicality, is related to overall category attitudes, sometimes more strongly than a traditional multi‐attribute index. We also demonstrate that elaboration upon the individual exemplars further strengthens the relationship between category attitudes and this composite index. Theoretical implications for attitude theory, as well as managerial implications, are discussed.