The presence of copycat private labels in a product set increases consumers' choice ease when shopping with an abstract mindset

Abstract

This research demonstrates how the presence of copycat private labels (CCPLs) on retail shelves can positively affect consumers' shopping experience. Adopting a construal level theoretical perspective, Experiment 1 shows that when consumers shop with an abstract mindset, the presence (vs. absence) of CCPLs in a product set positively affects choice ease. Experiment 2 replicates this finding using different stimuli, manipulation of abstract mindset, and measure of choice ease. Experiment 3 demonstrates that the presence of CCPLs due to perceptions of similarity, substitutability, and simplicity positively influences choice ease and attitude toward the chosen product for those with an abstract mindset through conditional mediation. Experiment 4 extends these findings to practice by showing that when consumers shop at a far distance (i.e., ten feet), the presence of CCPLs once again positively affects choice ease and subsequent attitude toward the chosen product. The theoretical and practical contributions of this research are discussed.