This research examines the psychological motivations of different consumer categories in counterfeits? consumption, while considering different quality levels of such products. Our findings reveal consumers? enjoyment during the shopping experience and satisfaction of securing a good deal as the main psychological motivations of such purchases, and offer guidelines to practitioners.
|Title of host publication||Advances in Consumer Research|
|Editors||Zeynap Gürhan-Canli, Cele Otnes, Rui Zhu|
|Place of Publication||Duluth, MN|
|Publisher||Association for Consumer Research|
|Number of pages||1|
|Publication status||Published - 2012|