Original paper
How Counterfeits Infect Genuine Products: The Role of Moral Disgust
Abstract
We argue that moral disgust toward counterfeiting can degrade both the efficacy of products perceived to be counterfeits and that of genuine products resembling them. Five studies support our propositions and highlight the infectious nature of counterfeiting: Perceiving a product as a counterfeit made disgust more mentally accessible, and led participants to disinfect the item more and reduce how long they remained in physical contact with it...
Paper Details
Title
How Counterfeits Infect Genuine Products: The Role of Moral Disgust
Published Date
Mar 5, 2018
Volume
28
Issue
2
Pages
329 - 343
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Notes
History