Do Consumers Mind Buying Illicit Goods? the Case of Counterfeit Purchases

Depending on the attractiveness of the offer and the awareness of the negative consequences of illegal behavior, consumers purchasing counterfeit products may experience some degree of cognitive dissonance after their purchase. Findings of an experimental study show that consumers with a low awareness of negative consequences apply coping strategies in order to enhance the value of an unattractive offer. However, if they are aware of the consequences, they apply coping strategies particularly for highly attractive offers, resulting in enhanced evaluation and satisfaction of the purchase compared to less attractive offers.


Martin Eisend and Pakize Schuchert-Guler (2007) ,"Do Consumers Mind Buying Illicit Goods? the Case of Counterfeit Purchases", in E - European Advances in Consumer Research Volume 8, eds. Stefania Borghini, Mary Ann McGrath, and Cele Otnes, Duluth, MN : Association for Consumer Research, Pages: 124-125.


Martin Eisend, Freie Universitat Berlin, Germany
Pakize Schuchert-Guler, Berlin School of Economics, Germany


E - European Advances in Consumer Research Volume 8 | 2007

Share Proceeding

Featured papers

See More


Conducting Consumer-Relevant Research

Jeffrey Inman, University of Pittsburgh, USA
Margaret C. Campbell, University of Colorado, USA
Amna Kirmani, University of Maryland, USA
Linda L Price, University of Oregon, USA

Read More


I6. How Does Runner’s World Shape a Runner’s World? Understanding Representations of the “Ideal” Female Body in Fitness Advertising

Carly Drake, University of Calgary, Canada
Scott Radford, University of Calgary, Canada

Read More


Once? No. Twenty times? Sure! Uncertainty and precommitment in social dilemmas

David Hardisty, University of British Columbia, Canada
Howard Kunreuther, University of Pennsylvania, USA
David Krantz, New York University, USA
Poonam Arora, Manhattan College
Amir Sepehri, Western University, Canada

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.