My Lv Bag Is a Counterfeit: the Role of Regulatory Focus in Consumer Deceptive Behavior

So Hyun Bae, Nanyang Technological University, Singapore
Sharon Ng, Nanyang Technological University, Singapore
Applying regulatory focus theory to consumers’ deceptive behavior, this research suggests that regulatory focus is a key factor in understanding consumers’ deceptive behavior in the context of counterfeit luxury brands. Across two studies, we proved that interaction between regulatory focus and relationship status influences consumers’ deceptive behavior.
[ to cite ]:
So Hyun Bae and Sharon Ng (2012) ,"My Lv Bag Is a Counterfeit: the Role of Regulatory Focus in Consumer Deceptive Behavior", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 903-904.