ASSOCIATION FOR CONSUMER RESEARCH Labovitz School of Business & Economics, University of Minnesota Duluth, 11 E. Superior Street, Suite 210, Duluth, MN 55802 Discerning Store Brand Users From Value Consciousness Consumers: the Role of Prestige Sensitivity and Need For Cognition Yeqing Bao, University of Alabama in Huntsville Carter A. Mandrik, Koc University ABSTRACT - Research shows that consumers who seek value are the main purchasers of store brands or private labels. In this paper we corroborate that value consciousness is positively related to store brand purchase. We further demonstrate that two other personality traits, prestige sensitivity and need for cognition influence store brand usage. Prestige sensitivity has a direct effect, but contrary to our hypothesis, need for cognition did not. Moreover, both prestige sensitivity and need for cognition were shown to moderate the effects of value consciousness on private label usage. [to cite]: Yeqing Bao and Carter A. Mandrik (2004) ,"Discerning Store Brand Users From Value Consciousness Consumers: the Role of Prestige Sensitivity and Need For Cognition", in NA - Advances in Consumer Research Volume 31, eds. Barbara E. Kahn and Mary Frances Luce, Valdosta, GA : Association for Consumer Research, Pages: 707-712. [url]: http://www.acrwebsite.org/volumes/9000/volumes/v31/NA-31 [copyright notice]: This work is copyrighted by The Association for Consumer Research. For permission to copy or use this work in whole or in part, please contact the Copyright Clearance Center at http://www.copyright.com/.