Shame and Consumption of Counterfeit Products

We investigate the relationship between shame and consumption of counterfeit products to test six hypotheses. Initial results show that there is a significant effect from perceived social risk on shame, and the cost–benefit analysis moderates the relationship between anticipation of shame and purchase intention.


Pamela Ribeiro and Delane Botelho (2015) ,"Shame and Consumption of Counterfeit Products", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 804-804.


Pamela Ribeiro, EAESP-FGV Brazil
Delane Botelho, EAESP-FGV Brazil


NA - Advances in Consumer Research Volume 43 | 2015

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