Discerning Store Brand Users From Value Consciousness Consumers: the Role of Prestige Sensitivity and Need For Cognition

Yeqing Bao, University of Alabama in Huntsville
Carter A. Mandrik, Koc University
ABSTRACT - Research shows that consumers who seek value are the main purchasers of store brands or private labels. In this paper we corroborate that value consciousness is positively related to store brand purchase. We further demonstrate that two other personality traits, prestige sensitivity and need for cognition influence store brand usage. Prestige sensitivity has a direct effect, but contrary to our hypothesis, need for cognition did not. Moreover, both prestige sensitivity and need for cognition were shown to moderate the effects of value consciousness on private label usage.
[ to cite ]:
Yeqing Bao and Carter A. Mandrik (2004) ,"Discerning Store Brand Users From Value Consciousness Consumers: the Role of Prestige Sensitivity and Need For Cognition", in NA - Advances in Consumer Research Volume 31, eds. Barbara E. Kahn and Mary Frances Luce, Valdosta, GA : Association for Consumer Research, Pages: 707-712.