“We” Don’t Always Like Copycats: How Self-construal Influences Evaluation of Product Imitation

Activity: Lecture / PresentationAcademic


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.
PeriodOct 2020
Event titleAssociation for Consumer Research 51st Annual Conference
Event typeConference
Degree of RecognitionInternational