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2023 Annual Conference

May 16–18, 2023

Palace Station Hotel & Casino, Las Vegas, NV, US

IMPORTANT NOTICE: The date, time, and room assignment of YOUR presentation is SUBJECT TO CHANGE.

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Confirm your place in the schedule by following the instructionss that were emailed to you. Each presentation must have a separate paid registration. Contact the ACCI office immedicately by email at admin@consumerinterests.org to report any conflict, all corrections to the details of the presentation (including author names and the order they are listed as this is how it will be in the final program), or if you have any questions. Please be sure to reference the session title(s), date(s), and time(s) when you contact us.

B2a Ethics in Unethical Buying: Understanding Cultural Motives for Counterfeit Purchase Behavior

Tuesday, May 16, 2023 at 5:15 PM–6:45 PM PDT
Room 2
Short Description

The market size of counterfeit and pirated goods, through both domestic and international sales, is estimated to total $1.7 trillion and $4.5 trillion a year (Bharadwaj et al. 2020). Understanding the consumer motivations, attitudes, and behavior toward counterfeit products is essential to develop regulations to curb demand of the counterfeit goods. Analyzing an online survey responses from 686 working adults in the US., this study empirically tested whether and how the culture influences consumers’ counterfeit behavior. Culture was operationalized as two ways, first with race and ethnicity, and then with various psychological and individual differences based on previous theory and literature. These included power distance, religiosity, attitude toward business. The results support the link between cultural and psychological factors and counterfeit purchase behavior.

Type of presentation

Accepted Oral Presentation

Submitter

Soo Hyun Cho, California State University, Long Beach

Authors

Soo Hyun Cho, California State University, Long Beach
Myungsook Bae, Korea University
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