Counterfeit Product Characteristics

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Product characteristics is the first category. This category includes price, investment risk, product type (e.g. Albers-Miller, 1999), product scarcity, product attributes (e.g. Bloch et al., 1993), style/fashion ability etc. Regarding the price, Poddar et al. (2012) found that consumers express greater intention to buy the counterfeit product as the price difference between the original and the fake product increases. Price is without a doubt the biggest advantage and main driver to buy a counterfeit. The consumer gets the prestige of the original brand, without paying for it (Bloch, 1993). Cordell et al. (1996), determine a link between the likelihood of buying counterfeits and the investment-at-risk (financial risk and performance risk) of the counterfeited good. The lower the investment-at-risk, the higher the likelihood of purchasing fakes. This can be explained by the fact that in the event of defects the counterfeit consumer has no manufacturer to turn to. When defects and other troubles are likely to occur, there is a high investment at risk. The so-called search goods, are also a lower investment-at-risk because customers can rate the quality…show more content…
Purchasing counterfeits on holiday can fulfill additional purposes such as buying a souvenir, a small present or spending the last bit of money. Being on a holiday also creates a specific holiday mood, which can increase the propensity to buy fakes. Mood can influence purchase behavior (Belk, 1975) even without interfering with other cognitive processes (Clark & Isen, 1982). Accordingly, mood and purchase situation can make people more prone to buy counterfeits because they can moderate the attitudes towards counterfeit purchase intentions by making them more or less accessible or bias their influence (Batra & Stayman, 1990; Isen & Simmonds,
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