Effects of cognitive resource availability on consumer decisions involving counterfeit products: The role of perceived justification

Jungkeun Kim (), Jae-Eun Kim () and Jongwon Park ()

Marketing Letters, 2012, vol. 23, issue 3, 869-881

Abstract: In four experiments, participants made a purchase decision about a counterfeit product under either constrained or unconstrained cognitive resource conditions. Participants were less likely to purchase the counterfeit when their cognitive resources were constrained than when they were not. However, this difference was evident only when individuals had strong (vs. weak) moral beliefs, or when they had low (vs. high) accountability for their decisions. These and other results suggest that the effect of cognitive resource availability on counterfeit purchase was mediated by participants’ perceptions of justification about the purchase. Copyright Springer Science+Business Media, LLC 2012

Keywords: Counterfeit products; Cognitive resource availability; Accountability; Illegal consumption; Moral decision making (search for similar items in EconPapers)
Date: 2012
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Citations: View citations in EconPapers (9)

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DOI: 10.1007/s11002-012-9194-1

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