Laud the Fraud, Just Not in Public: Counterintuitive Benefits of Counterfeit

Four studies demonstrate counterintuitive beneficial effects of counterfeiting for brands and products. Results suggest high-end brands benefit from perceptions of prevalent counterfeiting, low-end brands benefit from perceptions of infrequent counterfeiting, and the explicit active/passive role a company takes in combating counterfeit has a moderating effect on the consequences of counterfeit.



Citation:

T. Andrew Poehlman, James Mourey, Lawrence Williams, and Carolyn Yoon (2011) ,"Laud the Fraud, Just Not in Public: Counterintuitive Benefits of Counterfeit", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 222-223.

Authors

T. Andrew Poehlman, Southern Methodist University, USA
James Mourey, University of Michigan, USA
Lawrence Williams, University of Colorado, USA
Carolyn Yoon, University of Michigan, USA



Volume

NA - Advances in Consumer Research Volume 39 | 2011



Share Proceeding

Featured papers

See More

Featured

Running Through Time: How Life Rhythms Foster Identity Permanence

Benjamin Rosenthal, Fundação Getúlio Vargas
Eliane Zamith Brito, Fundação Getúlio Vargas

Read More

Featured

The Quantity Integration Effect: Integrating Purchase and Quantity Decisions Increases Sales by Providing Closure

Kristen Duke, University of California San Diego, USA
On Amir, University of California San Diego, USA

Read More

Featured

Improving Customer Satisfaction Online through Valence Matching

Hannah Perfecto, Washington University, USA
Leif D. Nelson, University of California Berkeley, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.