Product Category and Origin Effects on Consumer Responses to Counterfeits

This study compares the effect of product category differences and country of origin on Mexican and American attitudes toward a counterfeit product. Bourne's (1957) typology is used to approach the product category effect on attitudes toward counterfeits using the private vs. public consumption of luxury vs. necessity product categories. Three “made in” labels (China, Brazil and the U.S.) are used to examine the COO match-up effect on consumer attitudes toward counterfeit products. The results indicate the following: First, consumer responses toward counterfeits are more favorable for products used in public than those consumed in private. Second, although China is the world's largest source of counterfeits, American counterfeits are more likely to be purchased than Chinese counterfeits. Third, we found Americans to be more concerned with country of origin than Mexicans in this context. Finally, education was found to be an important factor influencing consumer attitudes toward counterfeits, with better-educated consumers less likely to purchase counterfeits.