Shame Or Pride? the Moderating Role of Self-Construal on Moral Judgment For Fashion Counterfeits

Counterfeiting – the identical copying of original brand name products – threatens legitimate businesses. The present research examines the moderating role of individuals’ self-view (self-construal) in the relationship between moral emotions and moral judgment when considering the purchase of fashion counterfeits. The results of two studies demonstrated that independents were more likely to judge counterfeits as morally wrong when pride was associated with counterfeits or was evoked through an anti-counterfeit campaign than when shame was. On the other hand, interdependents were more likely to judge counterfeits as morally wrong when shame was associated with counterfeits or was evoked through an anti-counterfeit campaign than pride. Results can inform marketing communication campaigns to prevent the proliferation of counterfeits in the fashion industry.



Citation:

Jae-Eun Kim and Kim Johnson (2012) ,"Shame Or Pride? the Moderating Role of Self-Construal on Moral Judgment For Fashion Counterfeits ", in AP - Asia-Pacific Advances in Consumer Research Volume 10, eds. , , and , Duluth, MN : Association for Consumer Research, Pages: 16-18.

Authors

Jae-Eun Kim, Auckland University of Technology, New Zealand
Kim Johnson, Univeristy of Minnesota



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 10 | 2012



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