Three experiments provide converging evidence that self-construal (interdependent versus independents) affects the evaluation of copycats (products imitating the trade-dress of leading brands). Interdependents evaluate high similarity imitations more negatively than independents. Such copycat evaluation is moderated by norms regarding copycatting for interdependents, but not for independents.
1 Oct 2020 → 3 Oct 2020
Association for Consumer Research 51st Annual Conference