It’S Fake!? Consumers' Self Creation in a Market With Easy Access to Counterfeit Goods

Marcia Christina Ferreira, EBAPE / FGV, Brazil
Bill Pereira, EBAPE/FGV - RJ. FUCAPE Business School, Brazil
In everyday life consumption is a central practice providing meanings and value for the creation and maintenance of the consumer's personal and social world. In marketplaces with easy access to counterfeit goods researches have given evidence that consumers primarily look for symbolic consumptions responses. When creating meaning counterfeit consumers appear to arbitrate a dialog between object’s representation (counterfeit object) and signification (original object) through rituals of possession determined by distinct levels of self creation. Three levels of symbolic action emerged from qualitative analysis of fourteen interviews conducted with counterfeit consumers in a developing country.
[ to cite ]:
Marcia Christina Ferreira and Bill Pereira (2010) ,"It’S Fake!? Consumers' Self Creation in a Market With Easy Access to Counterfeit Goods", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 797-798 .