Counterfeit Consumption Eliciting Group-Based Emotions

This paper investigates positive and negative emotions as consequences of the consumption of counterfeits in the context of soccer supporters. Specifically, the perceived personal in-group responsibility for consuming counterfeits leads to negative affect (e.g., guilt and anger), while the responsibility for consuming original products leads to positive affects (e.g., pride).


Delane Botelho, Fernando A. Fleury, and RAMONA DE LUCA (2020) ,"Counterfeit Consumption Eliciting Group-Based Emotions", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1193-1193.


Delane Botelho, EAESP-FGV, Brazil
Fernando A. Fleury, EAESP-FGV, Brazil


NA - Advances in Consumer Research Volume 48 | 2020

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