Copycats As Uncertainty Reducing Devices

Femke van Horen, Tilburg University, The Netherlands
Rik Pieters, Tilburg University, The Netherlands
Diederik A. Stapel, Tilburg University, The Netherlands
Copycats are similar in package design to a leader brand. It is demonstrated that, because of this similarity, copycats can serve as uncertainty reducers: In uncertain situations consumers prefer copycats to visually differentiated products – even when aware of the imitation strategy being used – due to a reliance on familiar cues.
[ to cite ]:
Femke van Horen, Rik Pieters, and Diederik A. Stapel (2011) ,"Copycats As Uncertainty Reducing Devices", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.