The number of levels and details within each level of consumers' product categories are influenced by their familiarity and expertise with products.

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Consumers who are more familiar and knowledgeable about certain products are likely to have more detailed and specific categories for those products. For example, a car enthusiast may have a more detailed and nuanced category system for cars than someone who is not as knowledgeable about cars. On the other hand, consumers who have less familiarity and expertise with certain products may have broader and more general categories for those products.

The Number of Levels and Details Within Each Level of Consumers