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http://dx.doi.org/10.14400/JDC.2017.15.10.193

Asymmetric evaluation on domain of risk and return for counterfeit products under different self-construal  

Min, Dongwon (School of Business and Economics, Dankook University)
Publication Information
Journal of Digital Convergence / v.15, no.10, 2017 , pp. 193-199 More about this Journal
Abstract
The objective of this research is to investigate how consumers react differently to financial and social risk/return, referred to as an 'asymmetric effect'. A lab-based experiment using a counterfeit but real-branded product examined the robustness of the statement that priming the interdependent versus independent self can result in differences in financial and social risk taking behavior in the context of counterfeit product purchase choice. Three hundred fifty-eight participants took part in the experiment. They were primed with different self-construal and evaluated purchase intention to the counterfeit product. As predicted, when evaluate in the context of loss claim of counterfeit product, risks were more activated, however, there was an asymmetric effect that self-construal priming had on financial and social risks. Interdependence primed participants were more likely to take a financial risk thus perform more purchase intention of counterfeit product and less likely to take a social risk than their independence primed counterparts, which led to lower purchase intention. The results of this research shed light on the various directions of future studies on the responses toward counterfeit product.
Keywords
Counterfeit products; Self-construal; Independence; Interdependence; Risk; Return;
Citations & Related Records
Times Cited By KSCI : 2  (Citation Analysis)
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