Counterfeits Can Benefit Original Brands When People Are Caught Using Counterfeits: the Role of Face Restoration

We examine consumers’ preference and purchase intentions for genuine products after they are caught using counterfeit versions. We show that consumers with an interdependent self-construal increase their preference for genuine products when caught using counterfeit symbolic (vs. functional) products because they wish to restore face.



Citation:

Liangyan Wang, Qin Wang, L. Robin Keller, and Eugene Chan (2017) ,"Counterfeits Can Benefit Original Brands When People Are Caught Using Counterfeits: the Role of Face Restoration ", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 948-950.

Authors

Liangyan Wang, Shanghai Jiaotong University, USA
Qin Wang, Arizona State University, USA
L. Robin Keller, University of California Irvine, USA
Eugene Chan, Monash University, Australia



Volume

NA - Advances in Consumer Research Volume 45 | 2017



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