Please use this identifier to cite or link to this item: http://hdl.handle.net/10397/32430
Title: Using spotlight effect to curb counterfeit consumption ¡V an experimental investigation
Authors: Zhan, L 
Sharma, P
Chan, RYK 
Keywords: Counterfeit consumption
Egocentric bias
Outcome severity
Pessimism bias
Probability estimate
Spotlight effect
Issue Date: 2015
Publisher: Emerald Group Publishing Ltd.
Source: Marketing intelligence and planning, 2015, v. 33, no. 4, p. 556-574 How to cite?
Journal: Marketing Intelligence and Planning 
Abstract: Purpose The purpose of this paper is to investigate how counterfeit users estimate the probability of being detected and how this probability affects their counterfeit consumption behaviour. Specifically, it addresses three questions: do perceived social consequences influence counterfeit users probability estimate of being detected? What is the psychological mechanism underlying the estimation of this probability? And how does this probability estimate affect counterfeit purchase and usage intentions? Design/methodology/approach The authors used three scenario-based experimental studies with university students in Hong Kong, a place where counterfeit products are widely available. First study used a factitious brand of jeans as the stimulus and the other two studies used a Ralph Lauren polo shirt. In each study, the authors measured participants responses towards counterfeit purchase and the probability of being detected after they read the relevant brand information and had a close-up view of the attributes in the genuine and counterfeit versions. Findings ¡V The authors found that counterfeit users are susceptible to a pessimism bias such that they estimate a higher probability of being detected when they judge the outcome of being detected as more severe and this bias is driven by the spotlight effect in that counterfeit users judging the outcome as more severe tend to perceive that others pay more attention to their
URI: http://hdl.handle.net/10397/32430
ISSN: 0263-4503
DOI: 10.1108/MIP-04-2014-0076
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