Main content

How Do Consumers Make Their Purchase Decisions Between Genuine and Counterfeit Products?

Show full item record

Title: How Do Consumers Make Their Purchase Decisions Between Genuine and Counterfeit Products?
Author: Astray, Tatiana
Department: Department of Marketing and Consumer Studies
Program: Marketing and Consumer Studies
Advisor: Islam, Towhidul
Abstract: This study sought to provide a theory driven model to explain how consumers make their purchasing decisions between genuine products and products they know are counterfeit. The influences of Goal-Driven Theory, Morality, and Prospect Theory were included as purchase decisions considerations. To measure their influence, while accounting for product attributes, purchasing decisions were assessed in choice sets as provided by Discrete Choice Experiment. Results found support for using Goal-Driven Theory and Prospect Theory to explain consumer purchasing decisions between genuine and counterfeit products. Morality was not a significant factor in the findings. Theoretical contributions and Managerial implications are discussed.
URI: http://hdl.handle.net/10214/2919
Date: 2011-07


Files in this item

Files Size Format View
T.Astray How do ... ounterfeit products.v3.pdf 938.4Kb PDF View/Open

This item appears in the following Collection(s)

Show full item record