Far Away or So Close: The Influence of Counterfeits on Genuine Brand Preference
This research demonstrates that counterfeit brands can increase or decrease consumers desire for genuine luxury brands. We demonstrate that consumers’ processing mindset (concrete vs. abstract) moderates the influence of counterfeits on genuine brand preference. When consumers process at a concrete level, they contrast the genuine brand with the counterfeit version, which increases their desire for the genuine version. When consumers process at an abstract level, they assimilate the genuine brand toward the counterfeit version, which reduces their desire for the genuine version. The assimilation process that reduces the desire for a genuine brand can be interrupted by active self-expression goals, such that consumers prefer the genuine brand more when a counterfeit version is available even when they process abstractly.
Wilcox, Keith; Sen, Sankar; and Laran, Juliano, "Far Away or So Close: The Influence of Counterfeits on Genuine Brand Preference" (2011). Babson Faculty Research Fund Working Papers. 94.