Opening Pandora's Box: Customer-Level Consequences of Counterfeiting

We show that counterfeiting can infect perceived and actual quality of counterfeit as well as non-fake versions of products. For example, experienced golfers played objectively worse with a (non-fake) club said to be a counterfeit than with a non-fake club. We show that assessments of ethical offense mediated the effect.


Moty Amar, Ziv Carmon, Dan Ariely, and Haiyang Yang (2013) ,"Opening Pandora's Box: Customer-Level Consequences of Counterfeiting", in E - European Advances in Consumer Research Volume 10, eds. Gert Cornelissen, Elena Reutskaja, and Ana Valenzuela, Duluth, MN : Association for Consumer Research, Pages: 251-252.


Moty Amar, OAC, Israel
Ziv Carmon, INSEAD, Singapore
Dan Ariely, Duke University, USA
Haiyang Yang, INSEAD, Singapore


E - European Advances in Consumer Research Volume 10 | 2013

Share Proceeding

Featured papers

See More


The Subjective Value of Popularity: A Neural Account of Socially Informed Functional Value and Social Value

Robert Goedegebure, Wageningen University, The Netherlands
Irene Tijssen, Wageningen University, The Netherlands
Nynke van der Laan, University of Amsterdam
Hans van Trijp, Wageningen University, The Netherlands

Read More


The Impact of Anthropomorphized Cute Brands on Consumer Preferences for Distinctive and Majority-Endorsed Products

Marina Puzakova, Lehigh University
Nevena T Koukova, Lehigh University

Read More


Taking a Leaf out of my Review: The Asymmetrical Link between Linguistic Similarity and Attitude Certainty for Writers and Readers of Product Reviews

Ann Kronrod, University of Massachusetts, USA
Yakov Bart, Northeastern University, 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.