Date of Defense

12-1-2015

Date of Graduation

4-2016

Department

Marketing

First Advisor

Ronald Larson

Second Advisor

Ann Veeck

Third Advisor

Alhassan Mumuni

Keywords

Risk preferences, time preferences, private label brands

Abstract

Purpose: This paper explores the linkages between demographics, time preferences, and risk preferences of private label food products.

Design/methodology/approach: More than 600 adults were surveyed on their perceptions of private labels, hedonic traits, and impulsive consumption along with their time and risk preferences.

Findings: Time preference and hedonic trait are relevant to consumer’s private label preferences.

Originality/Value: By developing measures on time and risk preferences relating to demographics, this thesis provides more detailed explanations of the consumer’s willingness to use private label brands. The scales that were developed for measuring time and risk preferences have not been previously used in other research.

Access Setting

Honors Thesis-Open Access

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Marketing Commons

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