How Counterfeiting Contaminates the Efficacy of Authentic Products

Moty Amar, Ono College, Israel
Haiyang Yang, Johns Hopkins University, USA
Ziv Carmon, INSEAD, Singapore
Dan Ariely, Duke University, USA
We show that counterfeiting can dampen efficacy of authentic products, because counterfeits trigger moral disgust towards the victimized brands. We demonstrate this effect and the proposed mechanism across a wide variety of product categories in the field in the lab and in field.
[ to cite ]:
Moty Amar, Haiyang Yang, Ziv Carmon, and Dan Ariely (2015) ,"How Counterfeiting Contaminates the Efficacy of Authentic Products", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 45-50.