What's a better category?: shavers or father's day gifts?

Abstract

Consumer websites such as Amazon.com categorize products both according to themes (i.e. Christmas Gifts) as well as according to taxonomies (i.e. Electronics). With thousands of items to choose from, categorization potentially plays a role in reducing the effects of "choice overload". Utilizing the environment of a university course catalog to test taxonomic (i.e. Computer Science) against thematic categorization (i.e. Choosing a Career). I found that thematic categorization has both immediate and delayed effects: Thematic (vs. taxonomic) categorizing created a more difficult and frustrating process of choosing, however, thematic categories kept individuals browsing longer on secondary pages.