The role of hope and attitude in luxury counterfeit purchase intention
DOI:
https://doi.org/10.53946/rmr.v3i1.18Keywords:
Hope, Attitude, CounterfeitAbstract
Purpose – This study aims to investigate the emotion hope for social status and attitude toward counterfeit goods as predictors of consumers’ intention to purchase counterfeit products..
Design/methodology/approach – We conduct an experiment with 45 undergraduates (51% female) from different universities, which design was a 2 (hope for social status; hopeful vs non-hope) x 2 (attitude towards counterfeit goods; positive vs negative) full factorial, between-subjects.
Findings – Results confirmed that people felt hopeful after manipulation; however, future steps of this investigation should consider the use of another instrument of manipulation even more effective. However, respondents also pointed out they felt happiness, which makes us believe that it is important to use an instrument of manipulation even more effectively to guarantee the achievement of the real manipulation, without the interference from extraneous variables.
Theoretical/methodological contributions – Although originated in categories such as apparel and luxury accessories, counterfeiting now affects a wide range of industries, representing a major economic threat. This great amount of counterfeit trade worldwide is shocking, and leads us to argue: what are the factors that influence the intention to purchase these products, especially regarding the consumption of luxury counterfeit brands? We believe that emotion may represent an important role in people’s intention to purchase counterfeit goods. Besides, the attitude towards counterfeit goods may also imply variations of intention to purchase, playing a moderator role. The inclusion of emotion in consumer behavior studies presents a significant opportunity to develop theory and practice in this area of study.
Originality/value – The explanations of whether emotions may represent antecedents of the purchasing of counterfeits are quite limited, and the understanding of the motivations behind the purchase of such products remains undefined in the marketing literature. Analysis of the study shows that hope and attitude can simultaneously offer opportunities for consumer behavior research.
Downloads
References
Abdalla, C. C., & Zambaldi, F. (2015). Ostentation and funk: An integrative model of extended and expanded self theories under the lenses of compensatory consumption. International Business Review. DOI: https://doi.org/10.1016/j.ibusrev.2015.07.007
Ahtola, O. T. (1985). Hedonic and utilitarian aspects of consumer behavior: An attitudinal perspective. NA-Advances in Consumer Research Volume 12.schi
Allard, T., & White, K. (2015). Cross-Domain Effects of Guilt on Desire for Self-Improvement Products. Journal of Consumer Research, ucv024. DOI: https://doi.org/10.1093/jcr/ucv024
Ang, S.H., Cheng, P.S., Lim, E.A.C. and Tambyah, S.K. (2001), “Spot the difference: consumer responses towards counterfeits”, Journal of Consumer Marketing, Vol. 18 No. 3, pp. 219-35. DOI: https://doi.org/10.1108/07363760110392967
Augusto de Matos, C., Trindade Ituassu, C., & Vargas Rossi, C. A. (2007). Consumer attitudes toward counterfeits: a review and extension. Journal of Consumer Marketing, 24(1), 36-47. DOI: https://doi.org/10.1108/07363760710720975
Babin, B. J., Darden, W. R., & Babin, L. A. (1998). Negative emotions in marketing research: affect or artifact?. Journal of Business Research, 42(3), 271-285. DOI: https://doi.org/10.1016/S0148-2963(97)00124-0
Bagozzi, R. P. (1997). Goal-Directed behaviors in marketing: Cognitive and emotional perspectives. Psychology & Marketing (1986-1998), 14(6), p. 539. DOI: https://doi.org/10.1002/(SICI)1520-6793(199709)14:6<539::AID-MAR1>3.0.CO;2-8
Bagozzi, R. P., Gopinath, M., & Nyer, P. U. (1999). The role of emotions in marketing. Journal of the academy of marketing science, 27(2), 184-206. DOI: https://doi.org/10.1177/0092070399272005
Bloch, P.H., Bush, R.F. and Campbell, L. (1993), “Consumer ‘accomplices’ in product counterfeiting”, Journal of Consumer Marketing, Vol. 10 No. 4, pp. 27-33 DOI: https://doi.org/10.1108/07363769310047374
Day, J. P. (1991). Hope: A philosophical inquiry.
Del Vecchio Good, M. J., Good, B. J., Schaffer, C., & Lind, S. E. (1990). American oncology and the discourse on hope. Culture, medicine and psychiatry, 14(1), 59-79. DOI: https://doi.org/10.1007/BF00046704
Fridja, N. H. (1987). Emotion, cognitive structures and action tendency. Cognition and Emotion, 1, p. 115-143. DOI: https://doi.org/10.1080/02699938708408043
Frontier Economics (2011). Estimating the global economic and social impacts of counterfeiting and piracy. Disponível em: http://www.iccwbo.org/Advocacy-Codes-and-Rules/BASCAP/BASCAP-Research/Economic-impact/Global-Impacts-Study/. Acesso em: 1/7/2015.
Grossman, Gene M. and Carl Shapiro (1988a), "Foreign Counterfeiting of Status Goods," Quarterly Journal of Economics, 103 (February), 79-100. DOI: https://doi.org/10.2307/1882643
Grossman, G.M. and Shapiro, C. (1988b), “Counterfeit-product trade”, American Economic Review, Vol. 78 No. 1, pp. 59-75.
Haidt, J. (2003). The moral emotions. Handbook of affective sciences, 11, 852-870.
Havlena, W. J., & Holbrook, M. B. (1986). The varieties of consumption experience: comparing two typologies of emotion in consumer behavior. Journal of consumer research, 394-404. DOI: https://doi.org/10.1086/209078
Hirschman, E. C., & Holbrook, M. B. (1982). Hedonic consumption: emerging concepts, methods and propositions. The Journal of Marketing, 92-101. DOI: https://doi.org/10.1177/002224298204600314
Holak, S. L., & Havlena, W. J. (1992). Nostalgia: An exploratory study of themes and emotions in the nostalgic experience. NA-Advances in Consumer Research Volume 19.
Holbrook, M. B. & Hirschman, E. C. (1982). The experiential aspects of consumption: Consumer fantasies, feelings, and fun. Journal of consumer research, p. 132-140. DOI: https://doi.org/10.1086/208906
Huang, J.H., Lee, B.C.Y. and Ho, S.H. (2004), “Consumer attitude toward gray market goods”, International Marketing Review, Vol. 21 No. 6, pp. 598-614. DOI: https://doi.org/10.1108/02651330410568033
International Trademark Association (2015), “Fact sheets protecting a trademark”, available at: www.inta.org/TrademarkBasics/FactSheets/Pages/Counterfeiting.aspx. Acesso em: 4/4/2016.
Júnior, S., & Costa, F. (2014). Mensuração e escalas de verificação: uma análise comparativa das escalas de Likert e Phrase Completion. PMKT–Revista Brasileira de Pesquisas de Marketing, Opinião e Mídia, 15, 1-16.
Kapferer, J. N., & Michaut, A. (2014). Luxury counterfeit purchasing: the collateral effect of luxury brands’ trading down policy. Journal of Brand Strategy, 3(1), 59-70.
Lazarus, R. S. (1991). Emotion and Adaptation, Oxford University Press, New York, NY.
MacInnis, D. J., & Chun, H. E. (2006). Understanding hope and its implications for consumer behavior: I hope, therefore I consume. Now Publishers Inc. DOI: https://doi.org/10.1561/1700000005
Michaelidou, N.; Hassan, L. (2014). New advances in attitude and behavioural decision-making models. Journal of Marketing Management, v. 30, n. 5-6, p. 519-528. DOI: https://doi.org/10.1080/0267257X.2014.884368
Mojet, J., Köster, E. P., Holthuysen, N. T. E., Van Veggel, R. J. F. M., De Wijk, R. A., Schepers, H. E., & Vermeer, F. (2016). The emotional influence of flowers on social perception and on remembrance of a lunch situation.Food Quality and Preference. DOI: https://doi.org/10.1016/j.foodqual.2016.06.003
Nia, A., & Lynne Zaichkowsky, J. (2000). Do counterfeits devalue the ownership of luxury brands?. Journal of Product & Brand Management, 9(7), 485-497. DOI: https://doi.org/10.1108/10610420010351402
OECD/EUIPO. Organization for Economic Co-operation and Development/ European Union Intellectual Property Office. Trade in Counterfeit and Pirated Goods: Mapping the Economic Impact. 2016. OECD Publishing, Paris (DOI: 10.1787/9789264252653-en)
Phau, I., & Teah, M. (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. DOI: https://doi.org/10.1108/07363760910927019
Phau, I., Sequeira, M., & Dix, S. (2009). Consumers' willingness to knowingly purchase counterfeit products. Direct Marketing: An International Journal,3(4), 262-281.
Phau, I., Sequeira, M., & Dix, S. (2009). Consumers' willingness to knowingly purchase counterfeit products. Direct Marketing: An International Journal,3(4), 262-281. DOI: https://doi.org/10.1108/17505930911000865
Pieper, J. (1994). Hope and History. Ignatius Press.
Richins, M. L. (1997). Measuring emotions in the consumption experience.Journal of consumer research, 24(2), p. 127-146. DOI: https://doi.org/10.1086/209499
Roseman, I. J. (1991). Appraisal determinants of discrete emotions. Cognition and Emotion, 5, p. 161-200. DOI: https://doi.org/10.1080/02699939108411034
Sharma, P., & Chan, R. Y. (2011). Counterfeit proneness: Conceptualisation and scale development. Journal of Marketing management, 27(5-6), 602-626. DOI: https://doi.org/10.1080/0267257X.2010.489829
Snyder, C. R. (Ed.). (2000). Handbook of hope: Theory, measures, and applications. Academic press.
Souza, L. L. F., Sousa, F. G. P., Ferreira, M. A. B., & Mota, M. O. (2015). O Consumo de Produtos Falsificados no Brasil. Revista de Administração FACES Journal, 14(2).
Strehlau, S., Vils, L., Pereira, C. R., Polisel, R., & Campanario, P. M. (2014). Prontidão ao consumo de marcas de luxo falsificadas. Doi: 10.15600/1679-5350/rau. v12n2p182-206. Revista de Administração da Unimep-Unimep Business Journal, 12(2), 182-206. DOI: https://doi.org/10.15600/1679-5350/rau.v12n2p182-206
Swami, V., Chamorro-Premuzic, T., & Furnham, A. (2009). Faking it: Personality and individual difference predictors of willingness to buy counterfeit goods. The Journal of Socio-Economics, 38(5), 820-825. DOI: https://doi.org/10.1016/j.socec.2009.03.014
Veblen, T. (2007). The theory of the leisure class. Oxford: Oxford University Press.
Wee, C. H., Ta, S. J., & Cheok, K. H. (1995). Non-price determinants of intention to purchase counterfeit goods: An exploratory study. International Marketing Review, 12(6), 19-46. DOI: https://doi.org/10.1108/02651339510102949
Wilcox, K., Kim, H. M., & Sen, S. (2009). Why do consumers buy counterfeit luxury brands?. Journal of Marketing Research, 46(2), 247-259. DOI: https://doi.org/10.1509/jmkr.46.2.247
Yoo, B., & Lee, S. H. (2009). Buy genuine luxury fashion products or counterfeits?. NA-Advances in Consumer Research Volume 36.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2023 Webert Jannsen Pires De Santana, Severino Domingos da Silva Júnior , Adriana de Fatima Valente Bastos, Madiã Marcela Fernandes Vasconcelos
This work is licensed under a Creative Commons Attribution-NoDerivatives 4.0 International License.
Authors who publish in this journal agree to the following terms: the author(s) authorize(s) the publication of the text in the journal;
The author(s) ensure(s) that the contribution is original and unpublished and that it is not in the process of evaluation by another journal;
The journal is not responsible for the views, ideas and concepts presented in articles, and these are the sole responsibility of the author(s);
The publishers reserve the right to make textual adjustments and adapt texts to meet with publication standards.
Authors retain copyright and grant the journal the right to first publication, with the work simultaneously licensed under the Creative Commons Atribuição NãoComercial 4.0 (http://creativecommons.org/licenses/by-nc/4.0/), which allows the work to be shared with recognized authorship and initial publication in this journal.
Authors are allowed to assume additional contracts separately, for non-exclusive distribution of the version of the work published in this journal (e.g. publish in institutional repository or as a book chapter), with recognition of authorship and initial publication in this journal.
Authors are allowed and are encouraged to publish and distribute their work online (e.g. in institutional repositories or on a personal web page) at any point before or during the editorial process, as this can generate positive effects, as well as increase the impact and citations of the published work (see the effect of Free Access) at http://opcit.eprints.org/oacitation-biblio.html
