You Can’t Fool Me! Or Can You? Assimilation and Contrast Effects on Consumers’ Evaluations of Product Authenticity in the Online Environment

John A Narcum and Joshua T Coleman

Journal of Asian Business Strategy, 2015, vol. 5, issue 9, 200-207

Abstract: The majority of counterfeit products originate in East Asia. However, with help of online marketplaces, these products are disseminated all across the globe significantly and negatively impacting the marketplace. Therefore, a robust understanding as to how the presence of such products impact consumer perceptions of item authenticity is warranted. In light of a consumer’s ability to compare product offerings online, this paper looks to contrast and assimilation effects to determine how consumers may perceive a product’s authenticity. A framework and propositions for research in this area are offered as well as theoretical and managerial implications.

Keywords: Counterfeit products; Consumer behavior; Contrast effect; Assimilation effect (search for similar items in EconPapers)
Date: 2015
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