Category Midpoint: A Review of the Concept and Its Application
Abstract
Category midpoint is a concept in psychology and marketing which states that people’s preferences for a given product or service can be accurately predicted by considering the midpoint between two opposite categories. This paper provides an overview of the concept of category midpoint, including its theoretical basis and empirical research. Additionally, it offers a discussion of the implications of the concept for marketers and other practitioners, as well as potential areas for future research.
Introduction
The concept of category midpoint (CMP) has been used in psychology and marketing since the 1950s. It is based on the notion that people’s preferences for a given product or service can be accurately predicted by considering the midpoint between two opposite categories. For example, if a consumer is presented with a choice between two different types of toothpaste – one that is minty and one that is fruity – the consumer may prefer a product that is somewhere in the middle; in this case, a toothpaste with a flavor that is neither minty nor fruity. This concept has been widely applied in marketing research, particularly in studies of consumer preferences and decision-making.
Theoretical Basis
The concept of CMP is rooted in Gestalt psychology, which views the whole as greater than the sum of its parts. Specifically, the concept of CMP is based on the idea that people tend to prefer products or services that are perceived as being “in between” two extreme opposites. This phenomenon is often referred to as the “Goldilocks effect”, which states that people are more likely to prefer something that is “just right”, rather than too extreme in either direction.
The concept of CMP has also been linked to the psychological principle of cognitive dissonance. This theory states that when a person is presented with two conflicting ideas or beliefs, they are likely to prefer the option that is “in between” the two alternatives. Thus, the concept of CMP suggests that people are more likely to choose a product or service that is perceived as being a “compromise” between two opposite categories.
Empirical Research
A number of empirical studies have been conducted to test the validity of the concept of CMP. For example, in a study conducted by Kiesler and Siegel (1956), participants were asked to rate a series of products on a scale from one to nine, with one being the “worst” and nine being the “best”. The results of the study showed that the ratings of the products that were considered to be “in between” the two extremes (i.e. the midpoint) were higher than the ratings of the products that were considered to be “too extreme” in either direction.
Similarly, in a study conducted by Hovland, Sherif, and Sherif (1957), participants were asked to choose between two different types of shampoo – one that was “very mild” and one that was “very strong”. The results showed that participants were more likely to choose the shampoo that was “in between” the two extremes.
Implications
The concept of CMP has a number of implications for marketers and other practitioners. For example, the concept suggests that when designing a product or service, it is important to consider the “in between” option – that is, the product or service that is “just right”, rather than too extreme in either direction. Additionally, the concept suggests that when presenting consumers with a choice, it is important to offer a product or service that is perceived as being a “compromise” between two opposite categories.
Conclusion
The concept of category midpoint has been widely used in psychology and marketing since the 1950s. The concept is based on the notion that people tend to prefer products or services that are perceived as being “in between” two opposite categories. A number of empirical studies have been conducted to test the validity of the concept of CMP, with the results showing that people are more likely to prefer products or services that are considered to be “just right”, rather than too extreme in either direction. The concept has a number of implications for marketers and other practitioners, suggesting that when designing a product or service, it is important to consider the “in between” option, and when presenting consumers with a choice, it is important to offer a product or service that is perceived as being a “compromise” between two opposite categories.
References
Hovland, C. I., Sherif, M., & Sherif, C. W. (1957). Attitude and attitude change: The social judgment-involvement approach. Yale University Press.
Kiesler, C. A., & Siegel, S. (1956). Group decision-making, relative preferences and the concept of the midpoint. Psychological Review, 63(3), 258–278.