Why Are Consumers Fans of Counterfeit Branded Products? - Consumer Psychological Motivations in Counterfeit Consumptions

Xuemei Bian, University of Nottingham, UK
Natalia Yannopoulou, University of Newcastle, UK
Kai-Yu Wang, University of Brock, Canada
Shu Liu, University of Nottingham, UK
This research examines the psychological motivations of different consumer categories in counterfeits’ consumption, while considering different quality levels of such products. Our findings reveal consumers’ enjoyment during the shopping experience and satisfaction of securing a good deal as the main psychological motivations of such purchases, and offer guidelines to practitioners.
[ to cite ]:
Xuemei Bian, Natalia Yannopoulou, Kai-Yu Wang, and Shu Liu (2012) ,"Why Are Consumers Fans of Counterfeit Branded Products? - Consumer Psychological Motivations in Counterfeit Consumptions", 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: 1132-1132.