Can Imitation By Private-Label Brands Benefit Consumers and National Brands?: a Processing Fluency Perspective

Katie Kelting, University of Arkansas, USA
Adam Duhachek, Indiana University, USA
Extremely large assortments are prevalent today, leading to choice difficulty among consumers. By employing a processing fluency perspective, we show how the mere presence of a particular type of private-label brand (i.e., copy-cats) in an assortment interacts with consumer knowledge to positively affect consumers’ processing and evaluation during choice.
[ to cite ]:
Katie Kelting and Adam Duhachek (2011) ,"Can Imitation By Private-Label Brands Benefit Consumers and National Brands?: a Processing Fluency Perspective", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 504-505.