The power of private labels is one of the most important and consequential developments in the supermarket sector. Despite the tremendous importance of store brands in consumer markets, we know very little about the role of generalized private label proneness in the decision to buy store brands in specific product categories. This paper examines how the effects of overall private label attitude and satisfaction on shopper purchase decisions vary over different choice contexts. We analyze a large consumer survey to determine how the role of overall private label attitude and satisfaction can vary in significance based on the specific product category. It is demonstrated that general positive attitudes and experiences are more important in lower-risk, lower-involvement, more homogeneous categories such as frozen food products. By contrast, private label attitude and satisfaction are less significant determinants of shopper choices in higher-risk, higher-involvement, more heterogeneous categories. The findings yield useful insights for strategic retail and brand management.