It Feels Good and Bad to Be Fake: the Effect of Counterfeit Consumption on Consumer Feelings and Purchase Preference

Joyce Jingshi Liu, Hong Kong University of Science and Technology
Amy Dalton, Hong Kong University of Science and Technology
Jiewen Hong, Hong Kong University of Science and Technology
We find that using counterfeits in public elicits mixed feelings, particularly for consumers with a high status-signaling motive. These mixed feelings in turn reduce the appeal of counterfeits relative to genuine products. Accordingly, ads that highlight counterfeit consumption experience in the present of others effectively reduce consumers’ counterfeit demand.
[ to cite ]:
Joyce Jingshi Liu, Amy Dalton, and Jiewen Hong (2016) ,"It Feels Good and Bad to Be Fake: the Effect of Counterfeit Consumption on Consumer Feelings and Purchase Preference", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau and Stefano Puntoni, Duluth, MN : Association for Consumer Research, Pages: 747-747.