The Relationship between Visual Similarity and Cognitive Dissonance in Private Brand Packaging

다국어 초록 (Multilingual Abstract)

This study empirically examined the effect of visual similarity in Private Brand (PB) product packaging on consumers’ cognitive dissonance and purchase intention. Based on the theoretical framework of selective perception theory and regulatory focus theory, the research experimentally analyzed the cognitive and emotional responses influencing consumer attitude formation. A total of 111 participants were exposed to PB and National Brand (NB) products with manipulated levels of visual similarity, and the effects on cognitive dissonance, brand trust, and purchase intention were measured. The results showed that participants perceived PB packages as visually similar to NB ones; however, such similarity induced negative emotions and reduced purchase intention. In particular, consumers with a prevention-focused orientation experienced stronger cognitive dissonance. These findings suggest that while visual similarity may temporarily enhance brand recognition, it can undermine consumer trust and satisfaction in the long term. Therefore, PB package design should pursue differentiated visual strategies and strengthen brand identity rather than simple imitation to enhance consumer satisfaction. This study provides fundamental insights for establishing future PB premium strategies and package design directions.