دانلود رایگان مقاله بینش جدید به مصرف تقلبی غیر اخلاقی

abstract

Consumer demand for counterfeit luxury brands is often viewed as “unethical,” but the demand is also robust and growing. The aim of this exploratory research, which employs in-depth interviews, is two-fold: 1) to identify the psychological and emotional insights that both drive and result from the consumption of higher involvement counterfeit goods and 2) to uncover the coping strategies related to unethical counterfeit consumption. This research reveals new psychological motivations (e.g., “thrill of the hunt,” being part of a “secret society” and genuine interest) underlying counterfeit consumption and the associated emotional outcomes (e.g., embarrassment, shame, and positive hedonic gains). This research is also one of the few studies to identify cognitive moral logics by disclosing the neutralization techniques (specifically, denial of responsibility and appealing to higher loyalties) that consumers adopt to cope with the cognitive dissonance associated with debatable counterfeit consumption. The paper contributes to scholarly, managerial, and policy conversations.

5. Discussion

5.1. Overview Fig. 1 summarizes the above-identified themes and highlights the previously neglected motives of the role of self-image enhancement: “the thrill of the hunt,” being part of a “secret society” and a sense of interest. Such initial motivations can occur in any combination, and once enacted, they are often sustained by two neutralization techniques: denial of responsibility and appealing to higher loyalties. Counterfeit consumption, in becoming a norm in society, seems to become legitimized, but it still carries risks (i.e., being found out). The fallout or benefits of the episode depend on whether the item is perceived as a counterfeit by peers. If one's peers discover that the purchase is a counterfeit, then the outcome is essentially emotional (embarrassment and shame) and powerful, and it cannot be reversed by any neutralization. The benefits are economic advantages, an enhanced self-image, enjoyment, or satisfaction (or all four). There are also cases in which consumers purposefully reveal their counterfeit purchasing experiences. This self-declaration of counterfeit purchase behavior is mainly driven by enhanced self-image through demonstrating expertise in counterfeit products and an unconventional manner of thinking and behaving. This behavior is further supported by peer recognition expressed by those at higher levels of the counterfeit knowledge consumer hierarchy, who provide valuable information to less experienced shoppers in overcoming uncertainty.