Spot the difference: consumer responses towards counterfeits

Abstract

Examines consumers’ motivation for buying counterfeits or pirated goods. The findings indicated that, compared to those who did not buy pirated music CDs, those who bought the counterfeits viewed such purchases as less risky, and trusted stores that sell counterfeits more. They did not see counterfeits as too unfair to singers or the music industry, thought they benefit the society more, and did not see people who buy them as unethical. We also investigated the influence of social, personality, and demographic factors on consumers’ attitude towards piracy. We found that the more value‐conscious and less normatively susceptible one was, and the less integrity one had, the more favorable was one’s attitude towards piracy. Demographic characteristics were also significant in influencing attitude. Males and those from lower income groups held more favorable attitudes. Finally, attitude towards piracy was significant in influencing purchase intention.

Examination of Attitudinal and Intentional Drivers of Non-Deceptive Counterfeiting in a South Asian Context

“…Low-income consumers are relatively less sensitive to ethical issues involved in a purchase decision than high-income consumers (Ang et al 2001;Muncy, Vitell 1992). In Asian countries both buyers and non-buyers of counterfeits irrespective of their income levels consider purchasing of counterfeits a normal buying behavior (Ang et al 2001). Similar situation prevails in the West particularly in USA (Norum, Cuno 2011).…”

“…Positive WOM about the counterfeits inspires more consumers to buy them. Ang et al (2001) suggested that genuine industry should use WOM communication to discourage the purchasing of counterfeits. Muncy, Vitell's (1992) findings that low-income consumers are ethically insensitive in buying situations.…”

“…Lee, Workman (2011) found that counterfeit product buyers hold positive attitudes toward counterfeits and show little ethical concerns than non-users. Low-income consumers are relatively less sensitive to ethical issues involved in a purchase decision than high-income consumers (Ang et al 2001;Muncy, Vitell 1992). In Asian countries both buyers and non-buyers of counterfeits irrespective of their income levels consider purchasing of counterfeits a normal buying behavior (Ang et al 2001).…”

“…It mostly takes place among friends and family members as the result of social interaction (East et al 2007;Prendergast et al 2002). Ang et al (2001) recommended that antipiracy agencies should use WOM to negatively influence the demand for counterfeits.…”

Counterfeit Products and the Role of the Consumer in Saudi Arabia

“…Indeed, research has shown that the willingness of consumers to purchase counterfeit products is negatively related to their attitudes toward lawfulness [11]. Consumers with lower ethical standards are expected to experience less guilt when purchasing a counterfeit product [20]. Instead, such consumers rationalize their behavior in order to reduce the cognitive dissonance of an unethical behavior.…”