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

Share Proceeding

Featured papers

See More


Thank You = Trust Me: When Gratitude Expressions Help Promote New Products

Maria Ng, University of Houston, USA
Dejun Tony Kong, University of Houston, USA
Vanessa Patrick, University of Houston, USA

Read More


Rejecting Moralized Products: Moral Identity as a Predictor of Reactance to “Vegetarian” and “Sustainable” Labels

Rishad Habib, University of British Columbia, Canada
Yann Cornil, University of British Columbia, Canada
Karl Aquino, University of British Columbia, Canada

Read More


N6. Not Myself: The Impact of Secret-Keeping on Consumer Choice Regret

DONGJIN HE, Hong Kong Polytechic University
Yuwei Jiang, Hong Kong Polytechic University

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.