Copycats As Uncertainty Reducing Devices

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.


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.


Femke van Horen, Tilburg University, The Netherlands
Rik Pieters, Tilburg University, The Netherlands
Diederik A. Stapel, Tilburg University, The Netherlands


NA - Advances in Consumer Research Volume 38 | 2011

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