The Egalitarian Value of Counterfeit Goods: How Perceptions of Inequality Illuminate the Hidden Egalitarian Value of Counterfeit Goods

Can counterfeit products do social good? We find that under high income inequality, counterfeits are perceived as "good", because they help address the perceptions of social equality, by reducing the exclusivity of access to resources and leveling the playing field. This perceived egalitarian value of counterfeits, in turn, drives purchase.



Citation:

Jingshi Liu, Wiley Wakeman, and Michael Norton (2020) ,"The Egalitarian Value of Counterfeit Goods: How Perceptions of Inequality Illuminate the Hidden Egalitarian Value of Counterfeit Goods", 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: 508-508.

Authors

Jingshi Liu, Business School City, University of London
Wiley Wakeman, Stockholm School of Economics
Michael Norton, Harvard Business School, USA



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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