Counterfeit Consumption: Consumer Welfare Perspective
Previous studies suggest that counterfeit consumption, regarded as an illegal and unethical practice, has undesirable consequences for markets, firms, and also for consumers. The focus of consumer studies on the topic is limited to the motivations for or symbolic meanings of counterfeit consumption. Yet, the potential positive consequences of counterfeit consumption on consumer's welfare haven't been explored. We argue that the Western contexts used in existing studies bring in a specific choice dichotomy – between having an 'authentic' versus a 'counterfeit (inauthentic)' product – that acts as an impediment to explore possible consumer welfare implications of counterfeit consumption. We use an alternative context where the consumer choice may be between having a counterfeit product versus none to explore consumer welfare implications of counterfeit consumption. Our findings challenge the anti-counterfeit consumption discourse and propose a novel conceptualization of consumer welfare.
Behice Ece Ilhan and Gulnur Tumbat (2009) ,"Counterfeit Consumption: Consumer Welfare Perspective", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 112-113.
Behice Ece Ilhan, University of Illinois at Urbana-Champaign, USA
Gulnur Tumbat, San Francisco State University, USA
NA - Advances in Consumer Research Volume 36 | 2009
The Power of the Past: Consumer Nostalgia as a Coping Resource
Dovile Barauskaite, ISM University of Management and Economics
Justina Gineikiene, ISM University of Management and Economics
Bob Fennis, University of Groningen, The Netherlands
The Experiential Advantage: A Meta-Analysis
Evan Weingarten, University of California San Diego, USA
Joseph K Goodman, Ohio State University, USA
Emotion, Scientific Reasoning, and Judgments of Scientific Evidence
Caitlin Drummond, University of Michigan, USA
Baruch Fischhoff, Carnegie Mellon University, USA