Antecedents of Attitudes Toward Counterfeits of Luxury Brands: a Consumer Misbehavior Model Perspective

The purpose of this study was to examine the determinants that influence consumers to purchase counterfeit products, and to propose and test a model that deals with the main antecedents of consumer attitudes toward counterfeits of luxury brand. The consumer misbehavior model was adopted for this study as theoretical framework. This research involves three elements: 1) product variables such as price and quality, 2) individual variables such as materialism and consumer ethics, and 3) social variables such as subjective norms based on the framework.


Seung-Hee Lee and Boonghee Yoo (2010) ,"Antecedents of Attitudes Toward Counterfeits of Luxury Brands: a Consumer Misbehavior Model Perspective", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 847-848 .


Seung-Hee Lee, Kent State University, USA
Boonghee Yoo, Hofstra University, USA


NA - Advances in Consumer Research Volume 37 | 2010

Share Proceeding

Featured papers

See More


The Interaction Effect of Food Variety and Simulation of Eating on Consumers' Calorie Estimation

Liang Shen, Shanghai Jiao Tong University
Fengyan Cai, Shanghai Jiao Tong University
Ying Yu, Huazhong Agricultural University

Read More


The Mystique of Masculine and Feminine Choices: How Aversive Feelings Underlie Preferences

Niusha Jones, University of North Texas
Blair Kidwell, University of North Texas

Read More


Saving for Experiences Versus Material Goods

Grant E. Donnelly, Harvard Business School, USA
Masha Ksendzova, Boston University, USA
Michael Norton, Harvard Business School, USA

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.