Abstract
Counterfeiting is the production and sale of a fake product that is seemingly identical to an original brand-name product. International trade in counterfeit goods has shown a steady increase in the new millennium, totaling an estimated €475 billion a year, or nearly 8% of world trade (International Anti-counterfeiting Coalition, 2008). This increase in the buying and selling of counterfeit products continues to gain ground despite global efforts by governments, enforcement agents and intellectual property rights—holders to stop counterfeiting and piracy. The anti-counterfeiting forces seem to be fighting a losing a battle, as consumers often knowingly purchase counterfeits (Nia and Zaichkowsky, 2000). Therefore a clear and actionable understanding of the motivations underlying consumers’ purchase of counterfeits is necessary to influence counterfeit consumption behavior (Wilcox, Kim and Sen, 2009).
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Preview
Unable to display preview. Download preview PDF.
Similar content being viewed by others
References
Aaker, J. L. (1999) “The malleable self: The role of self-expression in persuasion”, Journal of Marketing Research, 36(1), 45–57.
Business Action to Stop Counterfeiting and Privacy (BASCAP) (2009) “Research report on consumer attitudes and perceptions on counterfeiting and piracy”, http://www.iccwbo.org/uploadedFiles/BASCAP/Pages/BASCAP-Consumer%20Research%20Report_Final.pdf, date accessed August 14, 2012.
Baumeister, R. (1998) “The self” in Handbook of Social Psychology (New York: McGraw-Hill).
Belk, R. (1988) “Possession and the extended self”, Journal of Consumer Research, 15(2), 139–168.
Belk, R. (1995) “Hyperreality and globalization: Culture in the age of Ronald McDonald”, Journal of International Consumer Marketing, 8, 23–38.
Berrell, M., & J. Wrathall (2007) “Between Chinese culture and the rule of law”, Management Research News, 30(1), 57–76.
Buss, A. (1980) Self-Consciousness and Social Anxiety (Freeman).
Chaudhry, P., & S. Stumpf (2011) “Consumer complicity with counterfeit products”, Journal of Consumer Marketing, 28(2), 139–151.
Claiborne, C., & M. Sirgy (1990) “Self-congruity as a model of attitude formation and change: Conceptual review and guide for future research”, Developments in Marketing Science, Cullowhee, NC: Academy of Marketing Science, 1–7.
Cordell, V., N. Wongtada & R. Kieschnick (1996) “Counterfeit purchase intentions — Role of lawfulness attitudes and product traits as determinants”, Journal of Business Research, 35, 41–53.
Cousins, S. (1989) “Culture and self-perception in Japan and the United States”, Journal of Personality and Social Psychology, 56 (January), 124–131.
Eastman, J., R. Goldsmith & L. Flynn (1999) “Status consumption in consumer behavior: Scale development and validation”, Journal of Marketing Theory and Practice, 7(3), 41–51.
Elliott, R. (1994) “Exploring the symbolic meaning of brands”, British Journal of Management, 5(1), 13–19.
Elliott, R. (1997) “Existential consumption and irrational desire”, European Journal of Marketing, 31(3), 285–296.
Gould, S. (1993) “Assessing self-concept discrepancy in consumer behavior: The joint effects of private self-consciousness and self-monitoring”, Advances in Consumer Research, 20, 419–424.
Graeff, T. (1997) “Consumption situations and the effects of brand image on consumers brand evaluation”, Psychology and Marketing, 14(1), 49–70.
Gough, H., M. Fioravanti & R. Lazzari (1983) “Some implications of self versus ideal-self congruence on the revised adjective check list”, Journal of Personality and Social Psychology, 44(6), 1214–1220.
Gough, H., R. Lazzari & M. Fioravanti (1978) “Self versus ideal self: A comparison of five adjective check list indices”, Journal of Consulting and Clinical Psychology, 46(5), 1085–1091.
Grossman, G., & C. Shapiro (1988) “Counterfeit-product trade”, The American Economic Review, 78(1), 59–75.
Higgins, T., R. Bond, T. Klein & T. Strauman (1986) “Self-discrepancies and emotional vulnerability: How magnitude, accessibility, and type of discrepancy influences affect”, Journal of Personality and Social Psychology, 51(1), 5–15.
Hogg, M., A. Cox & K. Keeling (2000) “The impact of self-monitoring on image congruence and product/brand evaluation”, European Journal of Marketing, 34(5/6), 641–666.
International Anti-counterfeiting Coalition (2008) Facts on Fakes, http://counterfeiting.unicri.it/docs/The%20International%20Anti-Counterfeiting%, date accessed 14 August 2012
Khalil, E. (2000) “Symbolic products: Prestige, pride and identity goods”, Theory and Decision, 49(1), 53–77.
Lambkin, M., & Y. Tyndall (2009) “Brand counterfeiting: A marketing problem that won’t go away”, Irish Marketing Review, 20(1), 35–46.
Lennox, R., & R. Wolfe (1984) “Revision of the self-monitoring scale”, Journal of Personality and Social Psychology, 46(6), 1349–1364.
Monga, A., & L. Lau-Gesk (2007) “Blending cobrand personalities: An examination of the complex self”, Journal of Marketing Research, 44(3), 389–400.
Nia, A., & J. Zaichkowsky (2000) “Do counterfeits devalue the ownership of luxury brands”, Journal of Product and Brand Management, 9(7), 485–497.
Norum, P., & A. Cuno (2011) “Analysis of the demand for counterfeit goods”, Journal of Fashion Marketing and Management, 15(1), 27–40.
Onkvisit, S., & J. Shaw (1987) “Self-concept and image congruence: Some research and managerial implications”, Journal of Consumer Marketing, 4(1), 13–23.
Peng, L., A. Wong & L. Wan (2012) “The effects of image congruence and self-monitoring on product evaluations: A comparison between genuine and counterfeit products”, Journal of Global Marketing, 25(1), 17–28.
Perez, M., R. Castaño & C. Quintanilla (2010) “Constructing identity through the consumption of counterfeit luxury goods”, Qualitative Market Research, 13(3), 219–235.
Phau, I., & M. Teah (2009) “Devil Wears (Counterfeit) Prada: A Study of antecedents and outcomes of attitudes towards counterfeits of luxury brands”, Journal of Consumer Marketing, 26(1), 15–27.
Podoshen, J., L. Li & J. Zhang (2011) “Materialism and conspicuous consumption in China: A cross-cultural examination”, International Journal of Consumer Studies, 35(1), 17–25.
Predergast, G., C. Leung & I. Phau (2002), ‘Understanding consumer demand for non-deceptive pirated brands’, Marketing Intelligence and Planning, 20(7), 405–416.
Snyder, M. (1979) “Self-monitoring processes”, Advances in Experimental Social Psychology, 30, 85–125.
Snyder, M., & K. DeBono (1985) “Appeals to image and claims about quality: Understanding the psychology of advertising”, Journal of Personality and Social Psychology, 49(3), 586–597.
Snyder, M. (1987) Public Appearances, Private Realities: The Psychology of Self-monitoring New York, NY: Freeman.
Snyder, M., & S. Gangestad (1986) “On the nature of self-monitoring; Matters of assessment, matters of validity”, Journal of Personality and Social Psychology, 51(1), 125–139.
Souiden, N., B. M’saad & F. Pons (2011) “A cross-cultural analysis of consumers” conspicuous consumption of branded fashion accessories’, Journal of International Consumer Marketing, 23(5), 329–343.
Swinyard, W., R. Heikki & A. Kau (1990) “The morality of software piracy: A cross-cultural analysis”, Journal of Business Ethics, 9(8), 655–664.
Tom, G., B. Garibaldi, Y. Zeng & J. Pilcher (1998) “Consumer demand for counterfeit goods”, Psychology and Marketing, 15(5), 405–421.
Triandis, H., & M. Gelfand (1998) “Converging measurement of horizontal and vertical individualism and collectivism”, Journal of Personality and Social Psychology, 74(1), 118–128.
Triandis, H., R. Bontempo, M. Villareal, M. Asai and N. Lucca (1988) “Individualism and collectivism: Cross-cultural perspectives on self-ingroup relationships”, Journal of Personality and Social Psychology, 54(2), 323–333.
Tunnel, G. (1984) “The Discrepancy between private and public selves: Public self-consciousness and its correlates”, Journal of Personality Assessment, 48(5), 549–555.
Wilcox, K., H. Kim & S. Sen (2009) “Why do consumers buy counterfeit luxury brands”, Journal of Marketing Research, 46(2), 247–259.
Wylie, R. (1979) The Self-Concept: Theory and Research on Selected Topics, 2nd edn Lincoln: University of Nebraska Press.
Zinkhan, G., & J. Hong (1991) “Self concept and advertising effectiveness: A conceptual model of congruency conspicuousness, and response mode”, Advances in Consumer Research, 18, 348–354.
Editor information
Editors and Affiliations
Copyright information
© 2013 Ling Peng, Lisa C. Wan and Patrick S. Poon
About this chapter
Cite this chapter
Peng, L., Wan, L.C., Poon, P.S. (2013). Self-Discrepancy and Consumer Responses to Counterfeit Products. In: Chan, T.S., Cui, G. (eds) Multinationals and Global Consumers. The AIB Southeast Asia Series. Palgrave Macmillan, London. https://doi.org/10.1057/9781137307293_10
Download citation
DOI: https://doi.org/10.1057/9781137307293_10
Publisher Name: Palgrave Macmillan, London
Print ISBN: 978-1-349-45549-2
Online ISBN: 978-1-137-30729-3
eBook Packages: Palgrave Business & Management CollectionBusiness and Management (R0)