With growing interest in the penalties associated with straddling market categories, it is important to develop a stock of evidence about the relative importance of consideration and valuation penalties in different empirical settings. In this chapter, we isolate the possible adverse...

This paper integrates two perspectives on why producers who span categories suffer social and/or economic disadvantage. According to the audience-side perspective, audience members refer to established categories to make sense of producers; they perceive producers who incorporate features...