The impact of perceptual similarity and visual attention on choice uncertainty and copycat brand evaluation

• Ladeira, Wagner Junior ^[1] ; Santini, Fernando de Oliveira ^[1] ; Tareq Rasul ^[2] ; Mohd Azhar ^[3]
  1. [1] Universidade do Vale do Rio dos Sinos

     Universidade do Vale do Rio dos Sinos

     Brasil

     
  2. [2] GulfUniversity for Science and Technology (GUST), Mishref, Kuwait
  3. [3] Woxsen University, Hyderabad, India

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• Localización: Tourism recreation research, ISSN 0250-8281, Vol. 51, Nº. 2, 2026, págs. 633-649
• Idioma: inglés
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  • This paper examines the effects of perceptual similarity and how choice uncertainty through visual attention affects copycat brand evaluation. Four studies demonstrate that perceptual similarity affects copycat brand evaluation in a non-comparison scenario. We show that high levels of perceptual similarity with the leader brand tend to reduce uncertainty. Our findings indicate that choice uncertainty is a potential mediator of the effects of perceptual similarity on copycat brand evaluation. Finally, our results reveal a significant difference between low and high levels of visual attention. High levels of visual attention indicate greater choice uncertainty in low perceptual similarity than in high perceptual similarity. Low levels of visual attention indicate greater choice uncertainty in high perceptual similarity than in low perceptual similarity