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

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