Red Bull Versus Red Thunder - the Influence of Brand Labels on Consumption Amount

In three studies we show that the consumed amount of branded versus private label products, depends on the consumption goal/context. Interestingly, when the product does (not) serve the consumption purpose, people consume more of the product if it is labeled as a well-known (private label) brand.


Nina Gros, Kelly Geyskens, Caroline Goukens, and Ko de Ruyter (2012) ,"Red Bull Versus Red Thunder - the Influence of Brand Labels on Consumption Amount", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 173-177.


Nina Gros, Maastricht University, The Netherlands
Kelly Geyskens, Maastricht University, The Netherlands
Caroline Goukens, Maastricht University, The Netherlands
Ko de Ruyter, Maastricht University, The Netherlands


NA - Advances in Consumer Research Volume 40 | 2012

Share Proceeding

Featured papers

See More


The Experiential Advantage: A Meta-Analysis

Evan Weingarten, University of California San Diego, USA
Joseph K Goodman, Ohio State University, USA

Read More


Product Ethicality Dilemma: Consumer Reactions to 'Disgusting' Recycled Products

Berna Basar, Baruch College, USA
Sankar Sen, Baruch College, USA

Read More


Unobserved Altruism: How Social- And Self-Signaling Motivations Shape Willingness to Donate

Jennifer Savary, University of Arizona, USA
Kelly Goldsmith, Vanderbilt University, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.