Anticipating regret and consumers' preferences for counterfeit luxury products

Jie Chen, Lefa Teng, Shixiong Liu and Huihuang Zhu

Journal of Business Research, 2015, vol. 68, issue 3, 507-515

Abstract: When consumers consider their feelings about a future purchase, these feelings can influence their preferences for the product under consideration and alter their final purchase decision. This research identifies the effect of anticipating regret on consumer preferences for a product that is a conspicuous counterfeit. Study 1 shows that consumers are more likely to choose non-conspicuous luxury counterfeits after anticipating the potential regret of purchasing a counterfeit product. Study 2 demonstrates the mediating effect of perceived risk on the anticipation of regret effect. Studies 3 and 4 determine two boundary conditions of the anticipation of regret effect, specifically, only consumers who have an independent self-view and are less conscious of their social face experience the anticipation of regret effect.

Keywords: Anticipating regret; Non-conspicuous counterfeits; Perceived risk; Social face (search for similar items in EconPapers)
Date: 2015
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Citations: View citations in EconPapers (21)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:68:y:2015:i:3:p:507-515

DOI: 10.1016/j.jbusres.2014.09.012

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