Shame and Consumption of Counterfeit Products

Pamela Ribeiro, EAESP-FGV Brazil
Delane Botelho, EAESP-FGV Brazil
We investigate the relationship between shame and consumption of counterfeit products to test six hypotheses. Initial results show that there is a significant effect from perceived social risk on shame, and the cost–benefit analysis moderates the relationship between anticipation of shame and purchase intention.
[ to cite ]:
Pamela Ribeiro and Delane Botelho (2015) ,"Shame and Consumption of Counterfeit Products", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 804-804.