What's in a name? The moderating role of public self-consciousness on the relation between brand label and brand preference.

@article{Bushman1993WhatsIA,
  title={What's in a name? The moderating role of public self-consciousness on the relation between brand label and brand preference.},
  author={Brad J. Bushman},
  journal={The Journal of applied psychology},
  year={1993},
  volume={78 5},
  pages={857-61}
}
Products with bargain-brand labels are generally considered to be cheap or inferior in comparison with products with national brand labels. Publicly self-conscious individuals might accept products with national brand labels and reject products with bargain brand labels to enhance their public images. A field experiment was conducted to test this hypothesis. Three hundred twenty adults, frequenting public locations, tasted and rated either national brand or bargain brand peanut butters that had… CONTINUE READING

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