Consumers’ Perceived Counterfeit Detection: a Construct With Formative Measurement Nature and Its Relevance to Construct Validation

Jiayun (Gavin) Wu, Savannah State University, USA
Xiaoqing Wu, University of Maryland, USA
Mei-Kuang Chen , University of Arizona, USA
In the context of deliberate counterfeit consumption, we theoretically justify the proposed construct of “consumers’ Perceived Counterfeit Detection by important others” (PCD). We emphasize PCD’s formative measurement as opposed to its reflective measurement nature; empirically demonstrate PCD’s existence according to our initial results; and describe its relevance to construct validation and unethical behavior.
[ to cite ]:
Jiayun (Gavin) Wu, Xiaoqing Wu, and Mei-Kuang Chen (2013) ,"Consumers’ Perceived Counterfeit Detection: a Construct With Formative Measurement Nature and Its Relevance to Construct Validation", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.