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

  • Swami, Viren
  • Chamorro-Premuzic, Tomas
  • Furnham, Adrian
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    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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    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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    1. 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.
    2. 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.
    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. 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.
    5. 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.
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