Materialism and Detectably Counterfeited Goods: the Mediating Role of Embarrassment

Alexander Davidson, Concordia University, Canada
Marcelo Nepomuceno, HEC Montreal, Canada
Michel Laroche, Concordia University, Canada
Previous research regarding the relationship between materialism and purchase intentions towards counterfeited goods is inconclusive. In three studies, materialists feel more embarrassment and therefore have reduced purchase intentions when buying counterfeits. However, counterfeits that cannot be detected easily result in less embarrassment and therefore do not drive down purchase intentions.
[ to cite ]:
Alexander Davidson, Marcelo Nepomuceno, and Michel Laroche (2015) ,"Materialism and Detectably Counterfeited Goods: the Mediating Role of Embarrassment", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 783-783.