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Discerning Store Brand Users From Value Consciousness Consumers: the Role of Prestige Sensitivity and Need For Cognition

37 citations0/0 files storedACR North American Advances

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Consumer Market Behavior and Pricing Consumer Behavior in Brand Consumption and Identification Consumer Retail Behavior Studies

Abstract

Research shows that consumers who seek value are the main purchasers of store brands or private labels. In this paper we corroborate that value consciousness is positively related to store brand purchase. We further demonstrate that two other personality traits, prestige sensitivity and need for cognition influence store brand usage. Prestige sensitivity has a direct effect, but contrary to our hypothesis, need for cognition did not. Moreover, both prestige sensitivity and need for cognition were shown to moderate the effects of value consciousness on private label usage.

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References

1988Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence 1991Effects of Price, Brand, and Store Information on Buyers' Product Evaluations 1982The need for cognition.1984The Efficient Assessment of Need for Cognition 1996Dispositional differences in cognitive motivation: The life and times of individuals varying in need for cognition.1982Reference Group Influence on Product and Brand Purchase Decisions 1993Price Perceptions and Consumer Shopping Behavior: A Field Study 1994Extrinsic and Intrinsic Cue Effects on Perceptions of Store Brand Quality

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