IP Outreach Research > IP Crime
Reference
| Title: | Counterfeit Purchase Intentions: Role of Lawfulness Attitudes and Product Traits as Determinants |
| Author: | Victor V Cordell [Monterey Institute of International Studies], Nittaya Wongtada [National Institute of Development and Administration, Thailand], Robert L Kieschnick Jr [Federal Communications Commission, USA] |
| Source: | Journal of Business Research 35, no. 1: 41-53 |
| Year: | 1996 |
Details
| Subject/Type: | Counterfeiting |
| Focus: | Brands (non-deceptive counterfeits) |
| Country/Territory: | United States of America |
| Objective: | To examine the influence of selected factors motivating consumers to knowingly purchase counterfeit goods. |
| Sample: | 221 business students |
| Methodology: | Questionnaire |
Main Findings
The attitude toward lawfulness is found to influence consumer willingness to knowingly purchase counterfeit products, but its impact is only decisive when it comes to buying low investment-at-risk products (e.g. fake knit shirts). Consumers set different moral standards for trade in fake products: while they clearly agree that selling counterfeit goods should be illegal, most consumers do not consider that purchasing fakes should be illegal.
The better the expected performance of a counterfeit relative to its genuine counterpart, the more willing consumers are to purchase them. A quality brand name and low price are significant incentives to purchase low investment-at-risk counterfeits (e.g. knit shirts), but not for high investment-at-risk products (e.g. fake cameras). Retailer prestige has a considerable impact on consumers' willingness to purchase fakes for a high investment-at-risk product, but not for a low investment-at-risk product.
Public service communications aimed at reducing consumer willingness to purchase counterfeits should highlight the uncertain performance expectations of counterfeit goods (uncertain quality and product traits, dissatisfaction or hazard) that may easily outweigh the savings made. Consumers should also be made aware of the negative consequences counterfeiting entails (appealing to the consumer's sense of injustice: negative effects on American jobs, tax revenue and the trade balance) and of firms' efforts to combat counterfeits (fear of punishment, undesirable personal consequences).
[Date Added: Aug 12, 2008 ]