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Anticipating regret and consumers' preferences for counterfeit luxury products

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  • Chen, Jie
  • Teng, Lefa
  • Liu, Shixiong
  • Zhu, Huihuang

Abstract

When consumers consider their feelings about a future purchase, these feelings can influence their preferences for the product under consideration and alter their final purchase decision. This research identifies the effect of anticipating regret on consumer preferences for a product that is a conspicuous counterfeit. Study 1 shows that consumers are more likely to choose non-conspicuous luxury counterfeits after anticipating the potential regret of purchasing a counterfeit product. Study 2 demonstrates the mediating effect of perceived risk on the anticipation of regret effect. Studies 3 and 4 determine two boundary conditions of the anticipation of regret effect, specifically, only consumers who have an independent self-view and are less conscious of their social face experience the anticipation of regret effect.

Suggested Citation

  • Chen, Jie & Teng, Lefa & Liu, Shixiong & Zhu, Huihuang, 2015. "Anticipating regret and consumers' preferences for counterfeit luxury products," Journal of Business Research, Elsevier, vol. 68(3), pages 507-515.
    • Handle: RePEc:eee:jbrese:v:68:y:2015:i:3:p:507-515
    DOI: 10.1016/j.jbusres.2014.09.012
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    1. Ryu, Gangseog & Kim, Boha & Park, Kikyoung, 2023. "Anti-counterfeiting advertisements for luxury brands in the post pandemic era: Roles of message type, visual presentation mode, and self-construal," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
    2. Priporas, Constantinos-Vasilios & Chen, Yan & Zhao, Shasha & Tan, Hui, 2020. "An exploratory study of the upper middle-class consumer attitudes towards counterfeiting in China," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
    3. Sharma, Amalesh & Soni, Mauli & Borah, Sourav Bikash & Haque, Tanjum, 2022. "From silos to synergies: A systematic review of luxury in marketing research," Journal of Business Research, Elsevier, vol. 139(C), pages 893-907.
    4. Zhao, Haichuan & Wang, Xuehua & Jiang, Lan, 2021. "To purchase or to remove? Online shopping cart warning pop-up messages can polarize liking and purchase intention," Journal of Business Research, Elsevier, vol. 132(C), pages 813-836.
    5. Yushi Wang & Licheng Sun & Shilong Li, 2022. "Production Decisions of Automakers Considering the Impact of Anticipated Regret under the Dual-Credit Policy," Sustainability, MDPI, vol. 14(11), pages 1-18, May.
    6. Yang, Feng & Wang, Manman & Ang, Sheng, 2021. "Optimal remanufacturing decisions in supply chains considering consumers’ anticipated regret and power structures," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 148(C).
    7. Gurzki, Hannes & Woisetschläger, David M., 2017. "Mapping the luxury research landscape: A bibliometric citation analysis," Journal of Business Research, Elsevier, vol. 77(C), pages 147-166.
    8. Bai, Huifeng & McColl, Julie & Moore, Christopher, 2021. "Motives behind retailers’ post-entry expansion - Evidence from the Chinese luxury fashion market," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    9. Thaichon, Park & Quach, Sara, 2016. "Dark motives-counterfeit purchase framework: Internal and external motives behind counterfeit purchase via digital platforms," Journal of Retailing and Consumer Services, Elsevier, vol. 33(C), pages 82-91.
    10. Ji Jiang & Jin Chen, 2021. "Managing the Product-Counterfeiting Problem with a Blockchain-Supported E-Commerce Platform," Sustainability, MDPI, vol. 13(11), pages 1-15, May.
    11. Farhad Aliyev & Taylan Urkmez & Ralf Wagner, 2019. "A comprehensive look at luxury brand marketing research from 2000 to 2016: a bibliometric study and content analysis," Management Review Quarterly, Springer, vol. 69(3), pages 233-264, September.
    12. Jiahan Li & Mahsa Ghaffari & Lin Su, 2020. "Counterfeit luxury consumption strategies in a collectivistic culture: the case of China," Journal of Brand Management, Palgrave Macmillan, vol. 27(5), pages 546-560, September.
    13. Ang, Dionysius & Diecidue, Enrico & Dewitte, Siegfried, 2022. "To deliberate or not? The effects of anticipated regret and deliberation on willingness-to-pay," Journal of Business Research, Elsevier, vol. 151(C), pages 563-578.
    14. Jie Chen & Lefa Teng & Yonghai Liao, 2018. "Counterfeit Luxuries: Does Moral Reasoning Strategy Influence Consumers’ Pursuit of Counterfeits?," Journal of Business Ethics, Springer, vol. 151(1), pages 249-264, August.
    15. Rajesh Sharma, 2020. "Building Consumer-based Brand Equity for Fast Fashion Apparel Brands in the Indian Consumer Market," Management and Labour Studies, XLRI Jamshedpur, School of Business Management & Human Resources, vol. 45(3), pages 337-365, August.
    16. Tamil Selvi Renganathan & Goi Mei Teh, 2023. "The Effect of Social Media Influencers on Fashion Counterfeit Purchase Intention among Young Generation," Information Management and Business Review, AMH International, vol. 15(2), pages 128-143.
    17. Vohra, Shalini & Davies, Gary, 2020. "Investor regret, share performance and the role of corporate agreeableness," Journal of Business Research, Elsevier, vol. 110(C), pages 306-315.
    18. Weiting Wang & Yi Liao & Wenjing Shen, 2023. "The Impact of Online Anti-Counterfeiting on Channel Structure and Pricing Decisions," Sustainability, MDPI, vol. 15(10), pages 1, May.
    19. Orth, Ulrich R. & Hoffmann, Stefan & Nickel, Kristina, 2019. "Moral decoupling feels good and makes buying counterfeits easy," Journal of Business Research, Elsevier, vol. 98(C), pages 117-125.

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