This paper will use Construal Level Theory and the idea of psychological distance to measure consumer perceptions of Panda Express, a popular Chinese-themed fast food chain originating in Glendale, California in the U.S. Panda Express is commonly considered “Americanized” Chinese food, and therefore this paper will examine how various factors, namely authenticity, play a role in American consumers’ taste preferences. Do Americans view Panda Express as authentic Chinese food? How does this influence their opinion of this brand? In this study, American subjects will be surveyed regarding their psychological distance to the brand Panda Express. Their expert knowledge and levels of self-brand connection will also be examined. A correlation between these variables will be attempted to be formed through the use of ANOVA. This research theory was discussed by Liebermann, Trope, and Wakslak in the journals Construal Level Theory and Consumer Behavior in 2007 and Construal-Level Theory in Psychological Distance in 2010. Thus, construal-level theory will be used to measure consumer perceptions of Americanized-Asian (hybrid) brands in the United States.

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