“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.


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.


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


NA - Advances in Consumer Research Volume 48 | 2020

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