Why Are Consumers Fans of Counterfeit Branded Products? Consumer Psychological Motivations in Counterfeit Consumptions

Xuemei Bian, Natalia Yannopoulou, Kai-Yu Wang, Shu Liu

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

    Abstract

    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.
    Original languageEnglish
    Title of host publicationAdvances in Consumer Research
    EditorsZeynap Gürhan-Canli, Cele Otnes, Rui Zhu
    Place of PublicationDuluth, MN
    PublisherAssociation for Consumer Research
    Pages1132
    Number of pages1
    Volume40
    ISBN (Print)0098-9258
    Publication statusPublished - 2012

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