Abstract
Previous research has provided weak results for the impact of the consciousness of illegality or moral reasoning on purchase decisions for counterfeit products (Eisend and Schuchert-Güler 2006). Those studies have further shown that consumers tend to be satisfied with counterfeit purchases and have a strong inclination to repurchase (Bloch, Bush, and Campbell 1993; Kwong et al. 2003; Tom et al. 1998). Given the fact that purchasing counterfeit products is an illegal behavior, these results let us question how consumers manage to ignore moral concerns.
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© 2015 Academy of Marketing Science
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Eisend, M., Schuchert-Güler, P. (2015). How Consumers Cope with Buying Counterfeits: Effects of Dissonance Reduction Strategies. In: Robinson, Jr., L. (eds) Proceedings of the 2008 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-10963-3_91
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DOI: https://doi.org/10.1007/978-3-319-10963-3_91
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