Infectious Counterfeiting: Labeling Products As Fakes Can Contaminate Perceived & Actual Efficacy
We show that counterfeiting can infect perceived- and actual-quality of counterfeit as well as of non-fake versions of products. For example, experienced golfers played objectively worse with a (non-fake) club said to be a counterfeit versus with a non-fake club. We show that assessments of ethical offense mediated the effect.
Moty Amar, Ziv Carmon, and Dan Ariely (2012) ,"Infectious Counterfeiting: Labeling Products As Fakes Can Contaminate Perceived & Actual Efficacy", 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: 962-963.
Moty Amar, OAC, Israel
Ziv Carmon, INSEAD, Singapore
Dan Ariely, Duke University, USA
NA - Advances in Consumer Research Volume 40 | 2012
The Effects of Subjective Knowledge and Naïve Theory on Consumers’ Inference of Missing Information
Lien-Ti Bei, National Chengchi Uniersity, Taiwan
Li Keng Cheng, National Chengchi Uniersity, Taiwan
I9. From Childhood Toys to Grownup Choices: Understanding the Gendered Appeal of Violent Media
Martin A. Pyle, Ryerson University
Explaining the Attraction Effect: An Ambiguity-Attention-Applicability Framework
Sharlene He, Concordia University, Canada
Brian Sternthal, Northwestern University, USA