Anticounterfeiting Strategies and Their Influence on Attitudes of Different Counterfeit Consumer Types

Ram Herstein, Netanel Drori, Ron Berger, Bradley R. Barnes

Research output: Contribution to journalArticlepeer-review

26 Scopus citations

Abstract

This article reports the findings of two studies that were designed to determine the effectiveness of several anticounterfeiting strategies on the counterfeit purchasing behavior of the participants, through a mixed methods research approach. In Study 1, in-depth interviews were conducted with 50 consumers of counterfeit brands in order to investigate their attitudes. Drawing on the results, which revealed four different consumer types (struggle, spurious, indifferent, and liberated), Study 2 was undertaken with a further 128 consumers (32 from each type) to further define each group's type and identify the best anticounterfeit strategies suited to each. The findings suggest that counterfeit purchasing may be reduced if a specific strategy is adapted to suit each typology. Overall, positive rather than negative strategies were found to be more effective for the struggle and spurious consumers compared with indifferent and liberated consumers. The findings also reveal that the acquisition of affordable genuine merchandise may be the key to preventing counterfeit purchasing.

Original languageEnglish
Pages (from-to)842-859
Number of pages18
JournalPsychology and Marketing
Volume32
Issue number8
DOIs
StatePublished - 1 Aug 2015

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© 2015 Wiley Periodicals, Inc..

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