Research

The Effect of Counterfeiting on Consumer Search

Counterfeit products and the brand pirates who make, distribute, and sell them continue to be a challenge for many marketers around the globe. Estimates of global sales for bogus products are in the hundreds of billions of dollars and recent evidence suggests that fakes are prevalent in both developed and developing countries. We investigate brand/product counterfeiting from a consumer search perspective. As the quality of counterfeits improves, it is becoming more difficult for the consumer to identify them. Interviews with 102 international informants yield a picture of the cues consumers use to detect counterfeits and the roles of face and taste in decisions to purchase or not to purchase fake goods. We conclude with a discussion of some managerial implications.

Publication Information
Article Title: The Effect of Counterfeiting on Consumer Search
Journal: Journal of Consumer Behavior (Jun, 2006)
Vol. 5 Issue 3, p245-256, ISSN 1472-0817
Author(s): Gentry, James W;  Putrevu, S.;  Shultz II, C.
Researcher Information
    
Gentry, James W
Gentry, James W
Emeritus
Expertise:
  • Consumer Behavior
  • Cross-Cultural Issues
  • Family Decision Making
  • International Consumerism
  • International - Asia
Marketing
HLH 345
P.O. Box 880492
University of Nebraska-Lincoln
Lincoln, NE 68588-0492, USA
Phone: (402) 472-2316
Fax: (402) 472-9777
jgentry@unl.edu