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A New Zero-Inflated Negative Binomial Methodology for Latent Category Identification

Published online by Cambridge University Press:  01 January 2025

Simon J. Blanchard  and
Wayne S. DeSarbo
Simon J. Blanchard*
Affiliation:
McDonough School of Business, Georgetown University
Wayne S. DeSarbo
Affiliation:
Department of Marketing, Pennsylvania State University
*
Requests for reprints should be sent to Simon J. Blanchard, McDonough School of Business, Georgetown University, 37th and O St. N.W., Washington, DC 20057, USA. E-mail: sjb247@georgetown.edu
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Abstract

We introduce a new statistical procedure for the identification of unobserved categories that vary between individuals and in which objects may span multiple categories. This procedure can be used to analyze data from a proposed sorting task in which individuals may simultaneously assign objects to multiple piles. The results of a synthetic example and a consumer psychology study involving categories of restaurant brands illustrate how the application of the proposed methodology to the new sorting task can account for a variety of categorization phenomena including multiple category memberships and for heterogeneity through individual differences in the saliency of latent category structures.

Keywords

categorizationunobserved categoriesheterogeneitysorting taskconsumer psychology
Type
Original Paper
Information
Psychometrika , Volume 78 , Issue 2 , April 2013 , pp. 322 - 340
Copyright
Copyright © 2013 The Psychometric Society

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