Do You See the Imitation? Examining the Impact of Psychological Distance on Shopping Ease

Katie Kelting, University of Arkansas, USA
Christopher Berry, University of Arkansas, USA
Copy-cat private-label brands (CCPLBs) are criticized for confusing consumers. However, drawing from processing fluency and construal level theory, we find that when a category contains CCPLBs, consumers who shop the category with an abstract (versus concrete) mental construal experience shopping ease.
[ to cite ]:
Katie Kelting and Christopher Berry (2014) ,"Do You See the Imitation? Examining the Impact of Psychological Distance on Shopping Ease", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 790-790.