The presence of copycat private labels in a product set increases consumers' choice ease when shopping with an abstract mindset

Katie Kelting, Chris Berry, Femke Van Horen

Research output: Contribution to JournalArticleAcademicpeer-review

613 Downloads (Pure)

Abstract

This research demonstrates how the presence of copycat private labels (CCPLs) on retail shelves can positively affect consumers' shopping experience. Adopting a construal level theoretical perspective, Experiment 1 shows that when consumers shop with an abstract mindset, the presence (vs. absence) of CCPLs in a product set positively affects choice ease. Experiment 2 replicates this finding using different stimuli, manipulation of abstract mindset, and measure of choice ease. Experiment 3 demonstrates that the presence of CCPLs due to perceptions of similarity, substitutability, and simplicity positively influences choice ease and attitude toward
the chosen product for those with an abstract mindset through conditional mediation. Experiment 4 extends these findings to practice by showing that when consumers shop at a far distance (i.e., ten feet), the presence of CCPLs once again positively affects choice ease and subsequent attitude toward the chosen product. The theoretical and practical contributions of this research are discussed.
Original languageEnglish
Article number99
Pages (from-to)264-274
Number of pages11
JournalJournal of Business Research
Volume99
Early online date5 Mar 2019
DOIs
Publication statusPublished - Jun 2019

Keywords

  • Private label
  • Retail environment, construal-level theory
  • Retailing
  • Shopper marketing

Fingerprint Dive into the research topics of 'The presence of copycat private labels in a product set increases consumers' choice ease when shopping with an abstract mindset'. Together they form a unique fingerprint.

Cite this