Discerning store brand users from value consciousness consumers: the role of prestige

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.