Consumer aversion to counterfeit household goods in Colombia's informal markets

Purpose This study examines how consumers react at the neural level to counterfeit household goods, drawing upon disgust theory. Focusing on Colombia's San Andresitos, informal markets where counterfeit items are sold, the research explores how symbolic contamination affects emotional aversion, brand perception, and marketing strategies in developing retail economies. Design/methodology/approach Using EEG technology, we measured the nonconscious cognitive responses of 50 mall shoppers in Bogotá. Participants examined authentic and counterfeit versions of five commonly counterfeited household products. Paired-samples t-tests assessed differences across six affective states, including excitement, engagement, attention, and stress. Findings Counterfeit goods elicited significantly lower excitement and engagement, as well as increased stress in some cases. Products with perceived health risks triggered the strongest neural aversion, suggesting affective responses consistent with avoidance tendencies. Research limitations/implications This study focuses on Colombian mall shoppers, limiting its generalizability across contexts. While EEG provides robust insight into immediate neural responses, it cannot by itself establish longer-term behavioral outcomes. Future research should combine EEG with longitudinal or mixed-method designs (e.g. eye-tracking or field purchase tasks) to triangulate neural and behavioral data. Practical implications Marketers can use emotional appeals that highlight contamination risks, ethical concerns, and product safety to reduce demand for counterfeits and reinforce brand authenticity. Social implications Counterfeit goods pose public health risks and disproportionately affect vulnerable populations. Addressing this issue supports responsible consumption and global health goals. Originality/value This study integrates consumer neuroscience with marketing theory to examine nonconscious affective responses associated with counterfeit goods in emerging markets.