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

Katie Kelting, Christopher Berry and Femke van Horen

Journal of Business Research, 2019, vol. 99, issue C, 264-274

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.

Keywords: Retailing; Private label; Retail environment, construal-level theory; Shopper marketing (search for similar items in EconPapers)
Date: 2019
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (3)

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0148296319301687
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:99:y:2019:i:c:p:264-274

DOI: 10.1016/j.jbusres.2019.02.068

Access Statistics for this article

Journal of Business Research is currently edited by A. G. Woodside

More articles in Journal of Business Research from Elsevier
Bibliographic data for series maintained by Catherine Liu ().