Counterfeit Consumption: Effects of Values and Counterfeit Experience

Xuemei Bian, G. Chryssochoidis

Research output: Chapter in Book/Report/Conference proceedingConference contributionpeer-review

Abstract

Sales of counterfeit products is worth up to ½ trillion $US in 2016 and is expected to increase driven by demand. Drawing from Schwartz theory of human values this research extends existing literature on counterfeit consumption behaviour by addressing two crucially important questions: 1) how do personal values affect counterfeit consumption, 2) how do these relationships vary as a function of counterfeit experience? This article reveals that self-transcendence values play a prominent role in explaining counterfeit consumption and the influence is negative. In contrast, openness to change, conservation, and self-enhancement values have no direct significant impact. Counterfeit experience moderates the relationship of self-transcendence values and counterfeit consumption. This research develops a better understanding of when and what personal values might influence counterfeit consumption. The findings bridge a salient knowledge gap and, subsequently, contribute to the value and consumption behaviour literature.
Original languageEnglish
Title of host publicationAcademy of Marketing Science
Publication statusPublished - 2020
EventAMS2020: ACADEMY OF MARKETING SCIENCE 44TH ANNUAL CONFERENCE - Virtual, United States
Duration: 14 Dec 202019 Dec 2020
https://www.ams-web.org/event/2020AMSVirtual

Conference

ConferenceAMS2020
Abbreviated titleAMS2020
Country/TerritoryUnited States
CityVirtual
Period14/12/2019/12/20
Internet address

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