Would Materialists Buy a Counterfeit Even When Most People Know It Is Not Legit?
This study demonstrates that high-materialism individuals are more inclined to acquire a counterfeit when most people cannot identify it as fake versus when half of people would not identify it as fake. However, this finding is obtained with inconspicuous items (e.g. perfumes), but not with conspicuous ones (e.g. bags).
Marcelo Vinhal Nepomuceno (2014) ,"Would Materialists Buy a Counterfeit Even When Most People Know It Is Not Legit? ", in NA - Advances in Consumer Research Volume 42, eds. June Cotte, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 801-801.
Marcelo Vinhal Nepomuceno, ESCP Europe, France
NA - Advances in Consumer Research Volume 42 | 2014
Stating the Obvious: How “Ugly” Labels Can Increase the Desirability of Odd-Shaped Produce
Siddhanth Mookerjee, University of British Columbia, Canada
Yann Cornil, University of British Columbia, Canada
Joey Hoegg, University of British Columbia, Canada
Slow and Steady versus Fast and Furious: The Effect of Speed on Decision Making
Ellie Kyung, Dartmouth College, USA
Yael Shani-Feinstein, Ben Gurion University, Israel
Jacob Goldenberg, IDC
G10. The Effects of self-construal on evaluations of brand logo colors
Eunmi Jeon, Sungkyunkwan University
Myungwoo Nam, Georgia Tech, USA