Income Inequality and Consumer Preference For Private Labels Versus National Brands

We find that Americans living in places with high versus low income inequality hold less favorable attitudes toward private label items, exhibit greater search interest for branded grocery products and less search interest for a commonly available private label, and include fewer private label items in their shopping baskets.



Citation:

Didem Kurt and Francesca Gino (2019) ,"Income Inequality and Consumer Preference For Private Labels Versus National Brands", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 717-718.

Authors

Didem Kurt, Boston University, USA
Francesca Gino, Harvard Business School, USA



Volume

NA - Advances in Consumer Research Volume 47 | 2019



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