Decrease Or Enhance? Assessment of the Effect of Shanzhai on the Original Products

Drawing on the general evaluability theory and the expectancy disconfirmation model of satisfaction, our study investigated the positive and/or negative effect of Shanzhai products on the original products as well as the underlying mechanism that accounts for this effect through laboratory and field experiments.


Liangyan Wang, Yitong Wang, and Cornelia Pechmann (2012) ,"Decrease Or Enhance? Assessment of the Effect of Shanzhai on the Original Products", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 784-785.


Liangyan Wang, Shanghai Jiao Tong University, China
Yitong Wang, Tsinghua University, China
Cornelia Pechmann, University of California, Irvine, USA


NA - Advances in Consumer Research Volume 40 | 2012

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