Regulatory focus and consumption of counterfeit luxury goods: Roles of functional theories of attitudes and perceived similarity

• Published in: Journal of business research Vol. 107; pp. 50 - 61
• Main Authors: Wang, Li, Jin, Manhui, Yang, Zhiyong
• Format: Journal Article
• Language: English
• Published: Elsevier Inc 01.02.2020
• Subjects: Counterfeit consumption; Perceived similarity; Prevention focus; Promotion focus; Social-adjustive function; Value-expressive function; Value-expressive function; Prevention focus; Perceived similarity; Counterfeit consumption; Promotion focus; Social-adjustive function

Four studies show that promotion (vs. prevention) focus leads to greater counterfeit consumption, and that social functions of attitudes and perceived similarity form a chain mediation underlying these effects. Study 1 links chronic regulatory focus to counterfeit consumption behavior in both China...