Consumer Watchdogs on the Internet - Protecting Consumers Against Counterfeiting

Lisa Simpson, Department of Marketing, University of Otago, New Zealand

Watchdogs on the Internet – Protecting Consumers against Online Fraud

 

L. Simpson

Department of Marketing,

University of Otago,

New Zealand

 

 

Counterfeiting is one of the biggest growth industries in the world (Alcok, Chen, Ch’ng, Hodson et al 2003).  The rise of the ‘super counterfeit’ has meant that consumers are often paying large amounts of money for products they believe are genuine (Nia and Zaichkowsky 2000).  Some consumers have set themselves up as self-styled ‘watchdogs’, campaigning about this type of fraud by educating their more naïve counterparts.  This research is concerned with two key issues – firstly the question of what motivates certain consumers to set themselves up in this way and secondly to assess how consumers in general react to such ‘watchdogs’ and to what extend they utilize these services.
[ to cite ]:
Lisa Simpson (2006) ,"Consumer Watchdogs on the Internet - Protecting Consumers Against Counterfeiting", in NA - Advances in Consumer Research Volume 33, eds. Connie Pechmann and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 303-304.