Categories Create Mind-Sets:The Effect of Exposure to Broad Versus Narrow Categorizations on Subsequent, Unrelated Decisions

of Business, University of Southern California (e-mail: ulkumen@marshall. usc.edu). Amitav Chakravarti is Associate Professor of Marketing (e-mail: [email protected]), and Vicki G. Morwitz is Research Professor of Marketing (e-mail: [email protected]), Stern School of Business, NewYork University. The authors contributed equally to this article. The authors thank the two anonymous JMR reviewers for their helpful comments during the review process. The article benefited from discussions with Justin Kruger, Tom Meyvis, Leif Nelson, Yaacov Trope, and the participants at various academic conferences, including, but not limited to, the 2008 American Marketing Association’s Advanced Research Techniques Forum, the 2008 Los Angeles Regional Marketing Camp, the Conference on Collaborative and Multidisciplinary Research, and the Center for Customer Insights atYale University. This article was accepted under the editorship of Joel Huber. Dilip Soman served as associate editor for this article. GÜLDEN ÜLKÜMEN, AMITAV CHAKRAVARTI, and VICKI G. MORWITZ*