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


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


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.

Suggested Citation

  • Swami, Viren & Chamorro-Premuzic, Tomas & Furnham, Adrian, 2009. "Faking it: Personality and individual difference predictors of willingness to buy counterfeit goods," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 38(5), pages 820-825, October.
  • Handle: RePEc:eee:soceco:v:38:y:2009:i:5:p:820-825

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    References listed on IDEAS

    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. 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.
    3. Richins, Marsha L & Dawson, Scott, 1992. " A Consumer Values Orientation for Materialism and Its Measurement: Scale Development and Validation," Journal of Consumer Research, Oxford University Press, vol. 19(3), pages 303-316, December.
    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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    1. repec:vul:omefvu:v:8:y:2017:i:2:id:233 is not listed on IDEAS
    2. Kaufmann, Hans Ruediger & Petrovici, Dan Alex & Filho, Cid Gonçalves & Ayres, Adriano, 2016. "Identifying moderators of brand attachment for driving customer purchase intention of original vs counterfeits of luxury brands," Journal of Business Research, Elsevier, vol. 69(12), pages 5735-5747.
    3. 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.
    4. 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.
    5. 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.
    6. 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.
    7. Derek Ong Lai Teik & Terrance Chiang Tong Seng & Amanda Pung Xin-Yi, 2015. "To Buy or To Lie: Determinants of Purchase Intention of Counterfeit Fashion in Malaysia," International Conference on Marketing and Business Development Journal, The Bucharest University of Economic Studies, vol. 1(1), pages 49-56, July.
    8. repec:vul:omefvu:v:9:y:2017:i:2:id:233 is not listed on IDEAS


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