“We” Don’T Always Like Copycats: How Self-Construal Influences Evaluation of Product Imitation

Three experiments provide converging evidence that self-construal (interdependent versus independents) affects the evaluation of copycats (products imitating the trade-dress of leading brands). Interdependents evaluate high similarity imitations more negatively than independents. Such copycat evaluation is moderated by norms regarding copycatting for interdependents, but not for independents.



Citation:

Seongun Jeon, Femke van Horen, Peeter Verlegh, and Keith Wilcox (2020) ,"“We” Don’T Always Like Copycats: How Self-Construal Influences Evaluation of Product Imitation", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1219-1219.

Authors

Seongun Jeon, Vrije Universiteit Amsterdam
Femke van Horen, Vrije Universiteit Amsterdam
Peeter Verlegh, Vrije Universiteit Amsterdam, The Netherlands
Keith Wilcox, Columbia University, USA



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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