Published on: 2015-11-11
Abstract / Seminar Summary
Counterfeiting, the use of a brand name without the brand owner’s authorization, poses a major challenge for governments and businesses. All told, counterfeits are estimated to cost U.S. businesses upwards of US$300 billion in annual revenue and an unmeasurable quantity in brand uniqueness. Moreover, the market for counterfeits has grown by more than 10,000% in the past two decades and continues to expand. This growth is partly attributable to consumer demand. That is, many consumers knowingly purchase and use counterfeit products, often in an attempt to signal social status to others (Wilcox et al. 2009).
The present research contributes to literature on counterfeit consumption by exploring (1) how consumers feel while using counterfeit products, (2) how these feelings vary across individuals and situations, and (3) the effect these feelings have on the attractiveness of both counterfeit and genuine brand goods. We find that the key factor that drives consumers to purchase counterfeits, the motivation to signal status to others, is associated with consumers experiencing mixed emotions when counterfeits are used. Specifically, consumers who use counterfeits to signal social status experience positive emotions related to the brand’s potential signaling value, while also experiencing negative emotions related to the risk of social judgment should they be caught. We also find that mixed emotions are more prevalent when counterfeits are used in public settings, and thus are visible to others, compared to private settings, where the counterfeit is less likely to be observed.
Importantly, consumers tend to find mixed emotions aversive and thus seek to avoid situations that make them feel mixed. For this reason, mixed emotions reduce willingness-to-pay for counterfeits and suppress intentions to purchase other counterfeits in the future. Mixed emotions also increase the appeal of genuine products, as these are not associated to feeling mixed. These results suggest that the use of counterfeit products can serve as a stepping stone for purchasing genuine brand goods.
About the Speaker
Professor Amy Dalton studies consumer psychology, with an emphasis on factors that influence consumption and other behaviours outside consumer awareness. Her research has been published in top-tier academic journals, including the Journal of Consumer Research and the Journal of Personality and Social Psychology, and practitioner journals, including the Harvard Business Review. Her research has been featured in international media outlets, including the New York Times, Wall Street Journal, Fortune, BusinessWeek, and Forbes. She is an Associate Editor at the Journal of Consumer Psychology and is a member of the Editorial Board of the Journal of Consumer Research and the Journal of Marketing Research. Professor Dalton holds a Bachelor of Science in psychology from the University of Toronto and a Ph.D. in marketing from Duke University’s Fuqua School of Business.
[Bio] Amy Dalton
[IEMS Media Coverage] Education Post Features Article on Marketing Backlash by Amy Dalton