Book chapter
CATEGORY CURRENCY: THE CHANGING VALUE OF CONFORMITY AS A FUNCTION OF ONGOING MEANING CONSTRUCTION
Categories in Markets: Origins and Evolution, pp 369-397
01 Jan 2010
Abstract
In markets, audiences generally discount offerings that fail to fit established product categories, but when misfit offerings change category meaning, the effects of conformity and deviation can reverse so that previously overlooked or unappealing offerings become popular while previously appealing products fall into disfavor. After introducing the idea of category currency to explain how the value of conformity changes with ongoing meaning construction, we use it to make sense of the emergence of nanotechnology. In conclusion, we argue that category currency is useful for explaining the changing value of conformity both in and beyond markets.
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Details
- Title
- CATEGORY CURRENCY: THE CHANGING VALUE OF CONFORMITY AS A FUNCTION OF ONGOING MEANING CONSTRUCTION
- Creators
- Mark Thomas Kennedy - Univ So Calif, Marshall Sch Business, Los Angeles, CA 90089 USAJade (Yu-Chieh) Lo - Univ Calif Los Angeles, Dept Sociol, Los Angeles, CA 90024 USAMichael Lounsbury - University of Alberta
- Contributors
- G Hsu (Editor)G Negro (Editor)O Kocak (Editor)
- Publication Details
- Categories in Markets: Origins and Evolution, pp 369-397
- Series
- Research in the Sociology of Organizations
- Publisher
- Emerald Group Publishing; BINGLEY
- Number of pages
- 29
- Resource Type
- Book chapter
- Language
- English
- Academic Unit
- Management
- Web of Science ID
- WOS:000300580300012
- Scopus ID
- 2-s2.0-79957933822
- Other Identifier
- 991021881510504721
InCites Highlights
Data related to this publication, from InCites Benchmarking & Analytics tool:
- Collaboration types
- Domestic collaboration
- International collaboration
- Web of Science research areas
- Psychology, Applied
- Sociology