You’Re Not Fooling Anyone: How Social Feedback Affects Moral Disengagement and the Purchase of Counterfeit Luxury Products

Yajin Wang, University of Minnesota, USA
Jennifer Stoner, University of Minnesota, USA
Deborah John, University of Minnesota, USA
Why do consumers purchase counterfeit luxury goods when this behavior is illegal and generally considered to be unethical? We find that the process of moral disengagement explains how consumers rationalize purchasing counterfeits, and that this process is affected by the social feedback that individuals receive when using counterfeit luxury products.
[ to cite ]:
Yajin Wang, Jennifer Stoner, and Deborah John (2014) ,"You’Re Not Fooling Anyone: How Social Feedback Affects Moral Disengagement and the Purchase of Counterfeit Luxury Products", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 205-209.