Contrasting Rule-Based and Similarity-Based Category Learning : The Effects of Mood and Prior Knowledge on Ambiguous Categorization

This study adopts a dual-system view of category learning. The findings suggest that consumers who learn a dominant feature as a verbal rule for a product category will classify a new ambiguous product according to that feature even if it more closely resembles a different product category. The findings also demonstrate that dominant features can bias categorization toward a less prototypical category in the event that the new product breaks the rule. We refer to this phenomenon as criterial inferencing. Lastly, we offer unique empirical evidence to suggest that mood influences category learning and thus attenuates the criterial inferencing bias