Copycat Private Labels Improve the Consumer Shopping Experience: A Fluency Perspective

Journal of Academy of Marketing Science, 45, 569

Posted: 6 Jun 2017

See all articles by Katie Kelting

Katie Kelting

Saint Louis University

Adam Duhachek

Indiana University Bloomington

Kimberly Whitler

University of Virginia - Darden School of Business

Date Written: 2017

Abstract

A top priority among retailers is enhancing the consumer’s shopping experience. With the number of private label products increasing at the same time retailers are shedding slower moving products, understanding how private labels impact the consumer’s experience at the retail shelf becomes critical. While one might think that private labels, in particular those that look similar to their national brand counterparts (i.e., copycat private labels), may hinder the shopping experience by making it more difficult for consumers to choose a product, we find the exact opposite. Adopting a fluency perspective, we show that when copycat private labels are included in a shelf set, consumers with high knowledge of the category experience greater choice ease, and as a result they subsequently evaluate their chosen product more favorably. Importantly, the choice ease and evaluations of novice consumers are found to be unaffected. Consequently, this research provides insights for retailers and manufacturers on how and why copycat private labels positively impact an important aspect of the consumer’s shopping experience (i.e., choice ease).

Keywords: Fluency, Private labels, National brands, Imitation, Knowledge

JEL Classification: M12, M30, M31

Suggested Citation

Kelting, Katie and Duhachek, Adam and Whitler, Kimberly, Copycat Private Labels Improve the Consumer Shopping Experience: A Fluency Perspective (2017). Journal of Academy of Marketing Science, 45, 569, Available at SSRN: https://ssrn.com/abstract=2980528

Katie Kelting

Saint Louis University ( email )

220 North Grand Boulevard
St. Louis, MO 63103
United States

Adam Duhachek

Indiana University Bloomington ( email )

Dept of Biology
100 South Indiana Ave.
Bloomington, IN 47405
United States

Kimberly Whitler (Contact Author)

University of Virginia - Darden School of Business ( email )

1400 University Ave
Charlottesville, VA 22903
United States

HOME PAGE: http://www.darden.virginia.edu/faculty-research/directory/kimberly-a-whitler/

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