Far Away Or So Close: the Influence of Counterfeits on Genuine Brand Preference

Keith Wilcox, Babson College, USA
Juliano Laran, University of Miami, USA
Sankar Sen, Baruch College, USA
This research demonstrates that counterfeit brands increase consumers’ desire for genuine brands when they process at a concrete level, but reduces their desire for genuine brands when they process abstractly. Additionally, we show that the process that reduces genuine brand demand can be interrupted by active self-expression goals.
[ to cite ]:
Keith Wilcox, Juliano Laran, and Sankar Sen (2011) ,"Far Away Or So Close: the Influence of Counterfeits on Genuine Brand Preference", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 223-224.