The Population Penalty: Why Common Brands Benefit From Dense Populations Less Than Uncommon Brands

Ted Matherly, Oklahoma State University, USA
Zachary Arens, Oklahoma State University, USA
Todd Arnold, Oklahoma State University, USA
This research suggests that the relationship between population and sales in a given area grows weaker as brands become more common. Consumers in densely populated areas are motivated to express their distinctiveness, reducing their preference for common brands, creating implications for how large chain retailers select sites.
[ to cite ]:
Ted Matherly, Zachary Arens, and Todd Arnold (2016) ,"The Population Penalty: Why Common Brands Benefit From Dense Populations Less Than Uncommon Brands", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau and Stefano Puntoni, Duluth, MN : Association for Consumer Research, Pages: 552-553.