The Appeal of Copycats When the Horizon Is Wide: How Broad Versus Narrow Mindset Influences Evaluation of Product Imitations

Four studies demonstrate that consumers’ information processing mindsets affect evaluations of copycat brands. We show this effect with both stable traits and experimentally-induced states. A broad (versus narrow) mindset improves copycat evaluation via positive associations with the imitated brand, rather than by increasing its perceived similarity to that brand.

Citation:

Femke van Horen and Zachary Estes (2020) ,"The Appeal of Copycats When the Horizon Is Wide: How Broad Versus Narrow Mindset Influences Evaluation of Product Imitations", 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: 47-51.