Take a Step Back and Make Shopping Less Difficult: The Interactive Effect of Copycat Private-Label Brands and Construal-Level

摘要

s This research examines several important questions that are currently relevant to marketing theory and practice. In this research, the researchers focus on the features of today's product sets and mental construal and try to identify conditions of congruency between them to offer ways to improve the shopping experience for consumers. One prevalent feature of today's product sets is the presence of copycat private-label brands (CCPLBs), which are private-label brands that imitate national brands. Because of their prevalence, this research focuses on the interactive relationship between the presence (vs. absence) of CCPLBs and mental construal. Specifically, the following research questions are addressed: l.Does construal-level and the presence (vs. absence) of CCPLBs) in product set interact to decrease shopping difficulty? 2. If construal-level and the presence (vs. absence) of CCPLBs in product set interact to influence shopping difficulty, will a decrease shopping difficulty in turn lead to more positive evaluations of the chosen product?