Product Categories’ Saliency and Hierarchy: The Dynamics of Spanning Genres or Countries in the Movie Industry
Categories play essential roles in shaping people’s perceptions. However, not all categories are equally impactful or salient. Detecting salient categories would help understand industry structures and foresee changes for potential or existing category members and policymakers. Spanning multiple cat...
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| Format: | Article |
| Language: | English |
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Beta Publishing
2023-04-01
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| Series: | Yönetim ve Organizasyon Araştırmaları Dergisi |
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| Online Access: | https://betadergi.com/yoad/yonetim/icerik/makaleler/105-published.pdf |
| Summary: | Categories play essential roles in shaping people’s perceptions. However, not all categories are equally impactful or salient. Detecting salient categories would help understand industry structures and foresee changes for potential or existing category members and policymakers. Spanning multiple categories provide a larger audience, but it decreases their appeal. If actors explicitly know categories’ saliency levels, they may decide which categories to span to maximize their benefits. However, estimating category saliency is not a straightforward question. This study utilizes the hierarchical position in a categorization scheme to estimate the saliency of a category. To test the validity of our argument, the categories and outcomes of 1,159 movies released in 2014-2017 were examined. Genre and country categories supported the argument and showed that spanning categories from a higher hierarchical level result in larger audience sizes and, therefore, higher saliency for film categories. The results provide insights into which scope conditions hierarchy might be valuable to estimating saliency. |
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| ISSN: | 2149-2646 2667-8365 |