Sociocognitive Dynamics in a Product Market
Author(s): José Antonio Rosa, Joseph F. Porac, Jelena Runser-Spanjol and Michael S. Saxon
Source: Journal of Marketing, Vol. 63, Fundamental Issues and Directions for Marketing (1999), pp. 64-77
Published by: American Marketing Association
Stable URL: http://www.jstor.org/stable/1252102
Accessed: 28-09-2015 11:20 UTC
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Jose Antonio Rosa, Joseph F. Porac, Jelena Runser-Spanjol,
& Michael S. Saxon

Dynamics in
Sociocognitive
Market
Product

a

In this article, the authors explore the origins and evolution of product markets from a sociocognitive perspective.
Product markets are defined as socially constructed knowledge structures (i.e., product conceptual systems) that are shared among producers and consumers-sharing that enables consumers and producers to interact in the market. The fundamental thesis is that product