Caught in the framing: How consumer reactivity links typicality and market appeal for creative products

Guang Zhu, Tao Wang () and Xiaofei Qu
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Guang Zhu: Xi'an Jiaotong University (China, Xi'an) - XJTU
Tao Wang: EM - EMLyon Business School
Xiaofei Qu: Tongji University

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Abstract: While consumers' perceptions of creative products' framing typicality are guided by existing category structures, research on social evaluation emphasizes consumers' active role in shaping and redefining these structures. To tackle consumers being caught in the framing, we propose consumer reactivity as a mediator between framing typicality and market appeal, defined as consumers' extension and modification of categorical guidance in social evaluations. Specifically, we suggest that creative products with less typical framings elicit greater consumer reactivity, which in turn enhances their market appeal. Empirical analyses of a unique dataset of games on Steam using BERT-based measures, topic modeling, and psycholinguistic analysis (LIWC) lend support to our theoretical arguments. Our work contributes to creative market studies and the category literature.

Keywords: caterogies; consumer reactivity; creative products; framing; natural language processing; typicality (search for similar items in EconPapers)
Date: 2026-09-13
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Published in Strategic Entrepreneurship Journal, In press, pp.38. ⟨10.1002/sej.70044⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05756285

DOI: 10.1002/sej.70044

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