Legal update

Consumer demand for counterfeit luxury brands is unethical, but it is also robust and growing. The aim of this exploratory research, which employs in-depth interviews, is twofold: 1) to identify the psychological and emotional insights that drive and result from the consumption of higher involvement counterfeit goods; and 2) to uncover the coping strategies related to unethical counterfeit consumption. This research reveals new psychological motivations (e.g., "thrill of the hunt", being part of a "secret society" and genuine interest) underlying counterfeit consumption and the associated emotional outcomes (e.g., embarrassment, shame and positive hedonic gains). This research is also one of the few studies to identify cognitive moral logics by disclosing the neutralization techniques (specifically denial of responsibility and appealing to higher loyalties) that consumers adopt to cope with the cognitive dissonance associated with debatable counterfeit consumption. The paper contributes to scholarly, managerial and policy conversations.

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New insights into unethical counterfeit consumption

Bian

Wang

Smith

et al. 2016

Journal of Business Research

136

189

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Neuromarketing and Sustainable Finance

Balaji

2024

Advances in Business Strategy and Competitive Advantage

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Neuromarketing is crucial in sustainable finance as it helps create more impactful campaigns by understanding and influencing the subconscious drivers of investor behaviour, thereby increasing engagement with and adoption of green investments. This article delves into the innovative application of neuromarketing within the field of sustainable finance, focusing on real-world case studies that showcase how green investment promotions have successfully influenced investor behaviour. Through an analysis of specific campaigns, this study reveals how neuromarketing techniques—such as brain imaging, eye-tracking, and emotional analytics—have been utilized to craft compelling messages that resonate with investors on a deeper, subconscious level. The case studies highlight the practical outcomes of integrating neuromarketing into green finance initiatives. The article provides valuable insights for financial institutions, marketers on how to leverage neuromarketing to promote green investments more effectively, ultimately contributing to the broader goal of sustainable development.

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Legal update

Cited by 2 publications

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New insights into unethical counterfeit consumption

New insights into unethical counterfeit consumption

Neuromarketing and Sustainable Finance

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