Various psychographic traits that most directly influence consumers' private label attitudes
are the focal point of Stefanie Weiss' investigation. The author develops a comprehensive
profile of psychographic predictors of attitude and identifies ways of translating these
insights into managerial practice. Her conclusions thereby strongly contribute to understanding
and describing purchasers of private labels and can be meaningfully applied to the management
areas of brand positioning and market segmentation. The hypothesized relationships between
consumers' private label attitude and various psychographic traits are tested on a sample of
German and Austrian consumers using an online questionnaire. Their response data are then
analyzed using the multiple regression technique.
