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.

Citation:

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.