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Faking it: Personality and individual difference predictors of willingness to buy counterfeit goods

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  • Swami, Viren
  • Chamorro-Premuzic, Tomas
  • Furnham, Adrian
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    Abstract

    Counterfeiting is now widely regarded as a serious social, economic, and political issue. This study examined demographic, personality, and individual difference predictors of willingness to buy counterfeit goods (WBCG) in a community sample of British adults. Two-hundred and thirty-seven participants completed a questionnaire that assessed their willingness to buy 19 types of counterfeit goods, attitudes towards counterfeiting, material values, Big Five personality traits, and demographics. Structural equation modelling showed that attitudes towards counterfeiting were the strongest predictors of WBCG. In addition, material values predicted both WBCG directly and indirectly through attitudes towards counterfeiting. Older participants showed lower WBCG, although this effect was moderated by participants' conscientiousness, material values, and attitudes towards counterfeiting. There were no sex differences in WBCG once participants' age and conscientiousness had been taken into account. These results are discussed in relation to the extant literature on the profiles of consumers who buy counterfeit products.

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    Bibliographic Info

    Article provided by Elsevier in its journal Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics).

    Volume (Year): 38 (2009)
    Issue (Month): 5 (October)
    Pages: 820-825

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    Handle: RePEc:eee:soceco:v:38:y:2009:i:5:p:820-825

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    Web page: http://www.elsevier.com/locate/inca/620175

    Related research

    Keywords: Counterfeit goods Personality Material values Structural equation modelling;

    References

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    1. Patrick Harvey & W. David Walls, 2003. "Laboratory markets in counterfeit goods: Hong Kong versus Las Vegas," Applied Economics Letters, Taylor & Francis Journals, vol. 10(14), pages 883-887.
    2. Richins, Marsha L & Dawson, Scott, 1992. " A Consumer Values Orientation for Materialism and Its Measurement: Scale Development and Validation," Journal of Consumer Research, University of Chicago Press, vol. 19(3), pages 303-16, December.
    3. Wilke, Ricky & Zaichkowsky, Judith Lynne, 1999. "Brand imitation and its effects on innovation, competition, and brand equity," Business Horizons, Elsevier, vol. 42(6), pages 9-18.
    4. Furnham, Adrian & Valgeirsson, Halldor, 2007. "The effect of life values and materialism on buying counterfeit products," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 36(5), pages 677-685, October.
    5. Cordell, Victor V. & Wongtada, Nittaya & Kieschnick, Robert Jr., 1996. "Counterfeit purchase intentions: Role of lawfulness attitudes and product traits as determinants," Journal of Business Research, Elsevier, vol. 35(1), pages 41-53, January.
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    Cited by:
    1. BaoChun Zhao & ShanShan Xu, 2013. "Does Consumer Unethical Behavior Relate to Birthplace? Evidence from China," Journal of Business Ethics, Springer, vol. 113(3), pages 475-488, March.
    2. Rosalie Liccardo Pacula & Srikanth Kadiyala & Priscillia Hunt & Alessandro Malchiodi, 2012. "An Alternative Framework for Empirically Measuring the Size of Counterfeit Markets," NBER Working Papers 18171, National Bureau of Economic Research, Inc.
    3. Siham Mourad & P. Valette-Florence, 2011. "The Effects Of Counterfeit On Luxury Brand Buying Behavior, In Terms Of Consumption Experience," Post-Print halshs-00660417, HAL.

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