Counterfeit Consumption: the Role of Consumers’ Perceived Likelihood of Counterfeit-Detection By Important Others

Counterfeiting is becoming widespread, developing into a problem of international significance. Attempting to develop a refined understanding of the motivations and decision-making processes of consumers’ deliberate counterfeit-consumption behavior, this research integrates the theory of planned behavior and insights from self-regulatory theories. It also extends these theories by re-conceptualizing the relationships of key constructs in the theory of planned behavior with action desire as well as this research’s newly introduced construct of consumers’ perceived likelihood of counterfeit-detection by important others. Results of this research are expected to support the refined model, thereby enabling the development of effective strategies to decrease consumer consumption of counterfeits.


Jiayun (Gavin) Wu , Anita D. Bhappu, and Sabrina V. Helm (2011) ,"Counterfeit Consumption: the Role of Consumers’ Perceived Likelihood of Counterfeit-Detection By Important Others", in AP - Asia-Pacific Advances in Consumer Research Volume 9, eds. Zhihong Yi, Jing Jian Xiao, and June Cotte and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 186-187.


Jiayun (Gavin) Wu , University of Arizona,USA
Anita D. Bhappu, University of Arizona,USA
Sabrina V. Helm , University of Arizona,USA


AP - Asia-Pacific Advances in Consumer Research Volume 9 | 2011

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