Emotional Variables in Consumption of Counterfeits

Resumo

In Brazil, the estimated trade in counterfeit products has been US$ 15 billion per year. The global market for counterfeit goods was estimated at more than US$ 600 billion in 2013, and it has also been linked to increasing global threats of drugs, arms and human trafficking, and terrorism. This paper investigates three emotional variables and their influence on attitude and behavior related to the purchase of counterfeit products. We suggest six propositions that can be tested empirically in future studies. Basically, for the emotion hope, when low income consumers hope for social status they may face the economic barrier of not affording original brands, and in such situation one alternative that emerges is buying a counterfeit product. For the emotion of fear, if it is enhanced (causing individuals to have lower propensity to risk) and hope is minimized (causing individuals lower intention to consume), the consumption of counterfeits may be diminished. Finally, the higher the guilt the higher the intention for behavior correction (not to purchase counterfeits), and such relationship may moderated by fear and hope. We provide insights for future research to test such propositions using experimental approach, so the role of the three emotions here discussed can be further understood in the counterfeit market.

Key-words: counterfeit; hope; fear; guilt; emotions.