Date of Defense


Date of Graduation




First Advisor

Ronald Larson

Second Advisor

Ann Veeck

Third Advisor

Alhassan Mumuni


Risk preferences, time preferences, private label brands


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

Included in

Marketing Commons