TY  - JOUR 
TI  - New evidence on cognitive and behavioral consumer confusion when choosing me-too snack packages
PB  - Allied Academies
PY  - 2015
issn 1095-6298
AB  - A me-too brand is one that imitates the leading brand in a category, expecting consumers to quickly recognize its attributes. Although this is consistent with a categorization process, the me-too brand should not cause consumer confusion. This study evaluates consumer confusion because of: a) the presence of a leading brand next to a me-too brand, and b) the presence of the brand name on the package. This experimental design includes six categories of snacks (chocolate covered cakes, waffle cookies, chocolate chip cookies, crackers, lollipops, and gummy candy), for each of which we estimate three logit models to determine the probability of occurrence of: a) making an unexpected choice; b) consumer awareness; and c) consumer confusion (a and b simultaneously).
KW  - Ciencias  socio biomédicas
KW  - Medical sciences
KW  - Comportamiento del consumidor
KW  - Marketing
KW  - Planificación estratégica - Aspectos económicos
KW  - Productos comerciales
UR  - http://hdl.handle.net/10906/81414
ER  -