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Preference reversal for copycat brands: Uncertainty makes imitation feel good

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  • Van Horen, Femke
  • Pieters, Rik

Abstract

Copycat brands try to entice consumers by imitating the trade-dress of leading brands. Recent research suggests that preferences for copycat brands relative to more differentiated brands are generally lower. That is, consumers tend to dislike such “imitation” brands, because of psychological reactance. Three experiments provide evidence in support of the counter hypothesis that preferences for copycats, rather than being generally negative, critically depend on consumers’ uncertainty. When uncertainty about product quality is low, people dislike copycat brands, but this preference reverses when uncertainty is high – despite awareness of the imitation tactics being used. We speculate that this preference reversal occurs because the familiar feel of the copycat is interpreted positively when being uncertain, but negatively when being certain. This double-edged effect of brand similarity has implications for preference theory, consumer decision-making, and managerial practice.

Suggested Citation

  • Van Horen, Femke & Pieters, Rik, 2013. "Preference reversal for copycat brands: Uncertainty makes imitation feel good," Journal of Economic Psychology, Elsevier, vol. 37(C), pages 54-64.
  • Handle: RePEc:eee:joepsy:v:37:y:2013:i:c:p:54-64
    DOI: 10.1016/j.joep.2013.05.003
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    2. Qin, Yao & Wang, Xuehua, 2023. "Power distance belief and the desire for uniqueness," Journal of Business Research, Elsevier, vol. 160(C).
    3. Ezgi Oguz & Jamie Marsden, 2023. "Defending Against Copycat Packaging: The Role of Design from a Consumer’s Perspective," Athens Journal of Business & Economics, Athens Institute for Education and Research (ATINER), vol. 9(1), pages 73-90, January.
    4. Suzuki, Mayu & Washida, Yuichi, 2021. "Measuring Negative Effects of Copycat Products in Emerging Consumer Markets," Hitotsubashi Journal of commerce and management, Hitotsubashi University, vol. 55(1), pages 1-13, October.
    5. Kelting, Katie & Berry, Christopher & van Horen, Femke, 2019. "The presence of copycat private labels in a product set increases consumers' choice ease when shopping with an abstract mindset," Journal of Business Research, Elsevier, vol. 99(C), pages 264-274.
    6. Wang, Yingjia & Fan, Di & Fung, Yi-Ning & Luo, Suyuan, 2022. "Consumer-to-consumer product exchanges for original fashion brands in the sharing economy: Good or bad for fashion knockoffs?," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 158(C).
    7. Anne-Sophie V. E. Radermecker, 2019. "Artworks without names: an insight into the market for anonymous paintings," Journal of Cultural Economics, Springer;The Association for Cultural Economics International, vol. 43(3), pages 443-483, September.
    8. Onesun Steve Yoo & Rakesh Sarin, 2018. "Consumer Choice and Market Outcomes Under Ambiguity in Product Quality," Marketing Science, INFORMS, vol. 37(3), pages 445-468, May.
    9. Qian Shang & Guanxiong Pei & Jia Jin & Wuke Zhang & Yuran Wang & Xiaoyi Wang, 2018. "ERP evidence for consumer evaluation of copycat brands," PLOS ONE, Public Library of Science, vol. 13(2), pages 1-13, February.
    10. Guo, Xiaowei & Zha, Yong & Chen, Huaping & Liang, Liang, 2023. "National brand manufacturers’ supply strategy in the presence of retailers’ store-branded lookalike packaging and consumer confusion about quality preference," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 175(C).
    11. Femke van Horen & Rik Pieters & Darren DahlEditor & Page MoreauAssociate Editor, 2017. "Out-of-Category Brand Imitation: Product Categorization Determines Copycat Evaluation," Journal of Consumer Research, Oxford University Press, vol. 44(4), pages 816-832.
    12. Paul W. Dobson & Ratula Chakraborty, 2014. "How Do National Brands And Store Brands Compete?," Working Paper series, University of East Anglia, Centre for Competition Policy (CCP) 2014-07, Centre for Competition Policy, University of East Anglia, Norwich, UK..

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    More about this item

    Keywords

    Preference reversal; Copycat brands; Imitation; Uncertainty; Decision-making;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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