Consumers’ Perceived Counterfeit Detection: a Construct With Formative Measurement Nature and Its Relevance to Construct Validation
In the context of deliberate counterfeit consumption, we theoretically justify the proposed construct of “consumers’ Perceived Counterfeit Detection by important others” (PCD). We emphasize PCD’s formative measurement as opposed to its reflective measurement nature; empirically demonstrate PCD’s existence according to our initial results; and describe its relevance to construct validation and unethical behavior.
Citation:
Jiayun (Gavin) Wu, Xiaoqing Wu, and Mei-Kuang Chen (2013) ,"Consumers’ Perceived Counterfeit Detection: a Construct With Formative Measurement Nature and Its Relevance to Construct Validation", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.
Authors
Jiayun (Gavin) Wu, Savannah State University, USA
Xiaoqing Wu, University of Maryland, USA
Mei-Kuang Chen , University of Arizona, USA
Volume
NA - Advances in Consumer Research Volume 41 | 2013
Share Proceeding
Featured papers
See MoreFeatured
Is Congruity Desirable for Brand Extensions? A Conceptual and Meta-Analytic Review
Qian (Claire) Deng, University of Prince Edward Island
Paul Richard Messinger, University of Alberta, Canada
Featured
When Small Predicts Large: The Effect of Initial Small Contributions on Subsequent Contributions in a Crowdfunding Project
Tingting Fan, Chinese University of Hong Kong, China
Leilei Gao, Chinese University of Hong Kong, China
Yael Steinhart, Tel Aviv University, Israel
Featured
Hindsight Value: Failed Transactions Inform Willingness to Pay
Masha Ksendzova, Boston University, USA
Carey K. Morewedge, Boston University, USA
Dan Ariely, Duke University, USA