Category currency: The changing value of conformity as a function of ongoing meaning construction
Category currency: The changing value of conformity as a function of ongoing meaning construction
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类别货币：作为持续意义建构函数的一致性价值的变化
DOI：
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发表时间：
2010
期刊：
影响因子：
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通讯作者：
M. Lounsbury
中科院分区：
文献类型：
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作者：
M. T. Kennedy;J. Lo;M. Lounsbury
在市场中，受众通常会对不适合既定产品类别的产品打折，但当不适合的产品改变类别意义时，一致性和偏离的影响可能会逆转，从而使以前被忽视或没有吸引力的产品变得受欢迎，而以前有吸引力的产品则不受欢迎。在引入范畴流通的概念来解释整合的价值如何随着持续的意义构建而变化之后，我们用它来解释纳米技术的出现。最后，我们认为，类别货币是有用的解释一致性的价值变化，无论是在市场内外。
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.