A scale for measuring attitude toward private label products and an examination of its psychological and behavioral correlates

Article Abstract:

A measure of consumers' attitude toward private label brands is developed, and its psychometric properties are assessed. Predictions are then tested regarding relationships between private label attitude and (1) latent perceptual and sales promotion constructs, and (2) purchase behaviors measured in a field setting. The measure is positively related to value consciousness, deal proneness, and smart-shopper self-perceptions, and negatively related to the propensity to be brand loyal and hold price-quality perceptions. Predictive validity of the private label measure is supported by a positive relationship with private label purchases from a grocery store shopping trip. Despite a positive relationship between the latent constructs of private label attitude and deal proneness, the consumer segment that allocated a high percentage of total purchases to private label products made fewer purchases on sale or with a coupon. These findings suggest that consumers may choose between price-related deals and private label purchases. (Reprinted by permission of the publisher.)

Psychological aspects, Beliefs, opinions and attitudes, Brand name products, Brand names, Consumers, Attitudes, Private labeling, Private label products

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Transaction utility effects when quality is uncertain

Article Abstract:

The existing literature finds that price discrepancy, which represents the difference between expected and observed price, helps explain brand choice and purchase intention. This effect is often attributed to transaction utility, that is, the incremental utility associated with the surprise of observing a price lower or higher than expected. This research considers the possibility, however, that transaction utility is a less important determinant of choice when quality is uncertain. We propose and find that acquisition utility (perceived value for the money) tends to dominate the explanation of purchase intention, but transaction utility is significant only when consumers are more certain about quality. Our discussion considers the relative role of transaction utility in explaining consumer decision making and how the informative and allocative roles of price might be distinguished. (Reprinted by permission of the publisher.)

Product quality, Brand choice, Value (Economics)

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A comparative analysis of two models of behavioral intention

Article Abstract:

The theory of reasoned action (Ajzen and Fishbein 1980) has been widely used to predict behavioral intention toward marketing- and consumer-related behaviors. Miniard and Cohen (1983) have also proposed a model that is designed to predict behavioral intention. Their model is similar in structure to the theory of reasoned action, but has important theoretical and operational differences. The present research investigates the effects of experimental manipulations on both models' constructs, as well as a comparison of their causal structures and predictive abilitity. The results offer support for the independent effects of personal and normative influences in the Miniard and Cohen model, and corroborate previous findings pertaining to crossover effects in the theory of reasoned action. (Reprinted by permission of the publisher.)

Models, Analysis, Marketing research, Market research, Human behavior, Intention, Intention (Psychology)

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