Perceptions of Counterfeit Product Consumers

Stephanie Oneto, University of Houston

Perceptions of Counterfeit Consumers

 

Stephanie Geiger-Oneto

University of Houston

 

This study explored perceptions of consumers who purchase counterfeit, rather than original, luxury products. Social Identity Theory (SIT) predicts that people will treat other individuals that violate social norms, for instance by purchasing counterfeit products, more favorably when those individuals are members of the in-group as opposed to an out-group. Three hundred and four undergraduate students evaluated a male target on a number of characteristics after reading a brief profile that included information about the target’s race and a type of product (high status, lower status, or counterfeit) the target had recently purchased. Results were consistent with SIT. When respondents rated an in-group targets with a high status product, their evaluations were more favorable than if the target had a low status or counterfeit product. However, respondents rated targets less favorably on all three types of products when the target was an out-group member as opposed to an in-group member.
[ to cite ]:
Stephanie Oneto (2006) ,"Perceptions of Counterfeit Product Consumers", in NA - Advances in Consumer Research Volume 33, eds. Connie Pechmann and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 341-342.