Regulatory focus and consumption of counterfeit luxury goods: Roles of functional theories of attitudes and perceived similarity
| Autor: | Zhiyong Yang, Li Wang, Manhui Jin |
|---|---|
| Rok vydání: | 2020 |
| Předmět: |
Marketing
Consumption (economics) Mediation (statistics) media_common.quotation_subject 05 social sciences Regulatory focus theory Advertising Context (language use) Preference Counterfeit Promotion (rank) 0502 economics and business Similarity (psychology) 050211 marketing Psychology 050203 business & management media_common |
| Zdroj: | Journal of Business Research. 107:50-61 |
| ISSN: | 0148-2963 |
| DOI: | 10.1016/j.jbusres.2019.10.026 |
| Popis: | Four studies show that promotion (vs. prevention) focus leads to greater counterfeit consumption, and that social functions of attitudes and perceived similarity form a chain mediation underlying these effects. Study 1 links chronic regulatory focus to counterfeit consumption behavior in both China and South Korea. Study 2 replicates Study 1′s findings using primed regulatory focus and a behavioral measure of counterfeit preference. Study 3 tests the effect of regulatory focus on counterfeit consumption in a different context and demonstrates the mediating roles of social functions of attitudes and perceived similarity. Study 4 examines the boundary condition of social functions of attitudes: When social-adjustive function is made salient (compared to a control condition), prevention-focused consumers’ counterfeit consumption is elevated, whereas promotion-focused consumers’ counterfeit consumption is unaffected. However, when value-expressive function is made salient (compared to a control condition), promotion-focused consumers’ counterfeit consumption is reduced, whereas prevention-focused consumers’ counterfeit consumption is unaffected. |
| Databáze: | OpenAIRE |
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