Opinion ID: 589967
Heading Depth: 5
Heading Rank: 5

Heading: Sophistication of the Purchasers

Text: 73 Generally, the more sophisticated and careful the average consumer of a product is, the less likely it is that similarities in trade dress or trade marks will result in confusion concerning the source or sponsorship of the product. See Centaur Communications, 830 F.2d at 1228. The district court found that consumers of non-prescription analgesic/sleep aids were not typically careful or sophisticated in making their purchases. Given the expert testimony available to the district court that over-the-counter analgesics were low involvement purchases, and given the fact that these products are relatively inexpensive, we cannot say that the district court was clearly erroneous in this regard. Thus, consumer sophistication in making a purchase of these products militates toward a likelihood of confusion. 74