Effects of Resource Availability on Consumer Decisions on Counterfeit Products: Role of Justification

Jungkeun Kim, Auckland University of Technology, New Zealand
Jae-Eun Kim, Auckland University of Technology, New Zealand
Jongwon Park, Korea University, Korea
Four studies asked participants to make a purchase decision about a counterfeit product when their cognitive resource was either limited or not. Participants were consistently more likely to purchase the counterfeit when their resource was non-limited than when it was limited. This “resource availability” effect generalized over different product categories (knit sweaters, T-shirts, and video games) and was robust across different manipulations of resource availability. However, the effect was restricted to individuals who had strong moral beliefs against unethical consumption in general, and was pronounced only when justification of counterfeit purchase to others was not explicitly required. These and other results suggest that the effect of resource availability was mediated by its influence on participants’ justification process about the counterfeit purchase.
[ to cite ]:
Jungkeun Kim, Jae-Eun Kim, and Jongwon Park (2010) ,"Effects of Resource Availability on Consumer Decisions on Counterfeit Products: Role of Justification", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 604-604 .